haku: @author Raghubir, P. / yhteensä: 5
viite: 3 / 5
| Tekijä: | Krider, R. E. Raghubir, P. Krishna, A. |
| Otsikko: | Pizzas: it or Square? Psychophysical Biases in Area Comparisons |
| Lehti: | Marketing Science
2001 : VOL. 20:4, p. 405-425 |
| Asiasana: | BIAS PSYCHOLOGY PURCHASING |
| Kieli: | eng |
| Tiivistelmä: | Many product categories, from pizzas to real estate, present buyers with purchase decisions involving complex area judgments. In this paper, the authors propose a psychophysical model of how consumers make area comparison judgments. The model involves consumers making effort-accuracy trade-offs that lead to heuristic processing of area judgments and systematic shape-and size-related biases. The model is based on four propositions: PI. Consumers make an initial comparison between two figures based on a single dimension; P2. The dimension of initial comparison - the primary dimension - is the one that is most salient to consumers, where salience is figure and context dependent; P3. |
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