Lipták Lilla (2023): A külső referenciaárak hatása a fogyasztókra inflációs környezetben
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Lipták Lilla (2023): A külső referenciaárak hatása a fogyasztókra inflációs környezetben. In: Révész Balázs – Gyulai Zsófia (eds.): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023 pp. 203–204.
Authors
- Lilla, Lipták. Szegedi Tudományegyetem.
Abstract
The impact of external reference prices on consumers in an inflationary environment
When consumers make decisions based on price, economists often assume they are being rational. However, behavioral economists argue that consumers often behave irrationally when it comes to pricing decisions. Despite this irrationality, patterns can be observed in their behavior (Ariely 2011; Solomon et al., 2013). Various factors influence consumers' perceptions, evaluations, and decisions, which are referred to as heuristics and biases (Hamori 2003a; Rabin 2008; Kahneman 2013). Our previous research has focused on the concept of the reference point and its anchor effect. The reference point acts as an initial point against which we evaluate and make decisions (Kahneman – Tversky, 1984; Kahneman 2013; Ariely 2011). In pricing, this reference point is known as the reference price (Niedrich et al., 2001; Rekettye – Liu, 2018). It can be either an internal reference price, based on our memory of past prices (Janiszewski – Lichtenstein, 1999; Kotler et al., 2012), or an external reference price, derived from price information encountered in the environment, such as store shelves or online offers (Rekettye – Liu, 2018; Cheng – Monroe, 2013). The anchor effect occurs when a stimulus, such as a price, influences a consumer's perception and evaluation, shifting it towards the location of the stimulus. Essentially, the consumer's perception becomes attached to the new stimulus like an anchor (Tversky – Kahneman, 1974; Thaler – Sunstein, 2011). However, the perception of the reference point, and thus the reference price, can be biased by various phenomena and factors.
referenceprice consumer behavior inflation behavioral economics
Language
hungarian
Details of publishing collection
Révész Balázs – Gyulai Zsófia (eds.) (2023): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023