自动价格评估:为什么它们很重要以及如何衡量它们
Daria Altenburg1, Adriaan Spruyt1
1Department of Marketing, Innovation and Organisation, Ghent University, Ghent, Belgium.
Frontiers in psychology
|May 13, 2024
概括
一个新的隐性属性分类任务 (IMPACT) 有效地测量自动价格评估和隐性支付意愿 (WTP). 这种方法克服了传统的自我报告措施的局限性和现有的隐性工具的不切实际性.
科学领域:
- 消费者心理学 消费者心理学
- 行为经济学是一种行为经济学.
- 营销科学 营销科学
背景情况:
- 准确估计消费者支付意愿 (WTP) 对产品设计,定价和营销策略至关重要.
- 传统的自我报告WTP措施容易产生偏见,而隐性措施捕获的自动评估不那么容易受到这些偏见的影响.
- 现有的隐性措施,任务规则一致性 (TRC),是耗时的,需要大量的试验,限制其实际应用.
研究的目的:
- 引入和验证隐性属性分类任务 (IMPACT) 作为自动价格评估的有效措施.
- 将IMPACT的有效性和实用性与已建立的TRC范式进行比较.
- 展示如何使用IMPACT来导出WTP的隐性测量.
主要方法:
- 开发和测试隐性属性分类任务 (IMPACT) 用于测量自动价格评估.
- 研究1:评估IMPACT在测量自动价格评估中的有效性.
- 研究2:直接将IMPACT的效率和效果大小与任务规则一致性 (TRC) 范式进行比较.
主要成果:
- 影响任务被证明是衡量自动价格评估的有效方法.
- 与TRC模式相比,IMPACT的效果显著更大.
- 与TRC相比,IMPACT程序大大减少了所需的试验时间和数量.
结论:
- 影响提供了一种高效和有效的工具,用于测量自动价格评估和隐性WTP.
- 这项新措施克服了现有的隐性WTP评估方法的实际局限性.
- 这些发现为学术研究和实际营销应用提供了宝贵的资源,使得隐性WTP的有效探索成为可能.
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