Anchoring effect in willingness-to-pay decisions

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Anchoring effect in willingness-to-pay decisions

Popis výsledku v původním jazyce

This paper tests for differences in anchoring effect in two experimental conditions: hypothetical (subjects answer what-if questions) and real situation (subjects make decisions involving their own real money). Previous studies have examined anchoring either in real purchase situation, or, more frequently, in hypothetical manner, however direct comparison of these two experimental settings has not been conducted yet. In this study, strong anchoring effect of random number on willingness to pay that is present in hypothetical condition was found to be diminished, yet still present, in real purchase situation. Importance of this finding for research methodology, as well as marketing practice is discussed.

Název v anglickém jazyce

Anchoring effect in willingness-to-pay decisions

Popis výsledku anglicky

This paper tests for differences in anchoring effect in two experimental conditions: hypothetical (subjects answer what-if questions) and real situation (subjects make decisions involving their own real money). Previous studies have examined anchoring either in real purchase situation, or, more frequently, in hypothetical manner, however direct comparison of these two experimental settings has not been conducted yet. In this study, strong anchoring effect of random number on willingness to pay that is present in hypothetical condition was found to be diminished, yet still present, in real purchase situation. Importance of this finding for research methodology, as well as marketing practice is discussed.

Druh

D - Stať ve sborníku

CEP obor

AH - Ekonomie

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2013

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

New Economic Challenges : 4th International PhD Student Conference, Conference Proceedings

ISBN

9788021063013

ISSN

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e-ISSN

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Počet stran výsledku

7

Strana od-do

59-65

Název nakladatele

Masaryk University

Místo vydání

Brno

Místo konání akce

Brno

Datum konání akce

25. 4. 2013

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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