Detail Learning and The Cognitive Algebra of Price Expectations   Oleh:  Shirai, Miyuri ; Meyer, Robert Jenis: Article from Bulletin/Magazine Dalam koleksi: JOURNAL OF CONSUMER PSYCHOLOGY vol. 6 no. 4 (1997), page 365-388. Topik: ALGEBRA; learning; cognitive algebra; price expectations Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ42.2 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Isi artikel We investigate how consumers learn to form price expectations for multiattribute foods in novel product categories. We hypothesize that expectations of price among novice consumers will be dominatd by simplistic intuitive conjectures about the costs of goods that would cause expectations of prices to depart systematically form "true" values. Although we hypothesize that judgements should become more accurate and configural as expertise grows, we also hypothesize that learning will be limited with even experienced consumer judges displaying some of the same biases in price expectation observed consumer judges displaying some of the same biases in price expectations observed among novices. We tested these hypotheses in two studies a dynamic laboratory task that simulated a period of learning about prices in a novel category and a cross sectional survey that compared the multiattribute price expectation rules used by novice and experienced consumers. The results provide a somewhat surprising view of the dynamics of price expectation policies. First, study 1 shows that composition rules used by novices can be highly configural in nature, even when they lackknowledge about the true rules that govern the price of goods in a category. Second, bot studies support the hypothesis of limited learning, with judgements strategies of experienced consumers being only slightly more accurate in anticipating true normal market prices than those used by in experienced consumers. A discussion of the implications of the work for research in how consumers learn to form price expectations is offered ... Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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