市场营销系学术报告预告（3月24日）
时间：2009年3月24日 15：40
地点：复旦大学管理学院思源楼624室
主持人：市场营销系 范秀成教授
报告人：市场营销系 邹德强博士
题目：Strategic Presentation of Pricing Information: Taking Advantage of Illusion
报告摘要：
When multiple units of products are consumed, the price can be presented either in an “X units per $ m (X/m)” format or in a “$ Y per n units (Y/n)” fashion, where X and Y vary while m and n are fixed. With a curvilinear function, these two frames can be translated to the other in mathematically equivalent ways. However, consumers tend to demonstrate a systematic misunderstanding of the “X/m” format by relying on linear reasoning incorrectly. Two experiments supported by maximum likelihood difference scaling (MLDS) analysis explore the perceptual scales of price underlying consumers’ failure to take into account of such curvilinearity. As compared to the “Y/n” fashion, the “X/m” format leads consumers astray by undervaluing (overvaluing) the magnitude of price adjustment when the price level is high (low). These results have substantive implications for buyer and seller behaviors, and theoretical implications for the understanding of price cognition.
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