Počet záznamů: 1

Pricing scheme choice: how process affects outcome

  1. 1.
    0342784 - NHU-C 2011 RIV CZ eng J - Článek v odborném periodiku
    Shestakova, Natalia
    Pricing scheme choice: how process affects outcome.
    CERGE-EI Working Paper Series. Roč. 20, č. 2 (2010), s. 99-129 ISSN 1211-3298
    Grant CEP: GA MŠk(CZ) LC542
    Výzkumný záměr: CEZ:MSM0021620846
    Klíčová slova: choice process * heuristics * price discrimination
    Kód oboru RIV: AH - Ekonomie
    http://www.cerge-ei.cz/pdf/wp/Wp411.pdf http://www.cerge-ei.cz/pdf/wp/Wp411.pdf

    Standard price discrimination theories are based on the assumption that consumers use their future demand estimates to evaluate net utility of each pricing scheme and choose the scheme with the highest value. However, some evidence suggests that consumers might not always behave this way. The experiment presented in this paper shows that indeed a substantial proportion of subjects choose not to evaluate the net utility of the offered pricing schemes. Instead, they select from pricing schemes based on a comparison of the schemes' parameters. Interestingly, this selection approach leads to the correct pricing-scheme choice when subjects are not well aware of their demand, and to the incorrect choice when they are. The results call for alternative theories of price discrimination and corresponding policy implications.
    Trvalý link: http://hdl.handle.net/11104/0185417
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