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The Consumer's Reservation Price as an Adaptive Aspiration Level.
1Faculty of Economics, CBS International Business School, Bahnstrasse 6-8, 50996 Cologne, Germany.
Consumers
Area of Science:
- Behavioral economics
- Consumer psychology
- Market dynamics
Background:
- Neoclassical economics views reservation prices as optimal reflections of marginal utility and rational responses to information.
- Behavioral economics posits that reservation prices are unstable, influenced by extraneous factors, and difficult to predict.
- Understanding reservation price dynamics is crucial for market analysis and consumer behavior studies.
Purpose of the Study:
- To propose and test a behavioral model of reservation price changes during sequential price searches.
- To investigate the influence of bounded rationality and aspiration levels on reservation price adjustments.
- To examine the short-term effect of higher market prices on consumer willingness to pay.
Main Methods:
- Development of a behavioral model based on bounded rationality and aspiration level theory.
- Conducting an online laboratory experiment with over 400 general population participants.
- Analyzing empirical data to validate the model's performance in explaining reservation price dynamics during search spells.
Main Results:
- The proposed behavioral model effectively explains how reservation prices change during sequential price searches.
- Empirical evidence supports the hypothesis that reservation prices adjust towards the lowest price encountered.
- A corollary finding indicates that consumers may increase their willingness to pay in the short term when exposed to higher initial prices.
Conclusions:
- Reservation prices are demonstrated to be malleable, adapting to the encountered price environment.
- While consumer reservation prices can be influenced by search dynamics, market competition serves as a protective mechanism against exploitation.
- The study highlights the practical implications of behavioral economics in understanding consumer decision-making and market behavior.
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