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Decyzje

Zobacz wydanie
Rok 8/2020 
Numer 33

Siła zakotwiczenia w zadaniach związanych z wyceną produktu

Magdalena Brzozowicz
University of Warsaw

8/2020 (33) Decyzje

DOI 10.7206/DEC.1733-0092.138

Abstrakt

W niniejszym artykule zbadano stabilność efektu zakotwiczenia, uwzględniając użytą metodę wyceny, typ kotwicy i dostępność informacji o prezentowanym produkcie. W czterech różnych eksperymentach laboratoryjnych pozyskano graniczne ceny kupna (WTP) produktu kosmetycznego, manipulując przedstawioną uczestnikom kotwicą (niska vs. wysoka kotwica lub brak kotwicy vs. wysoka kotwica). Zaobserwowano, że jedynie kotwica rynkowa (realna cena podobnego produktu) miała wpływ na WTP za prezentowany produkt. Wskazano również, że siła efektu zakotwiczenia, w porównaniu z wyceną hipotetyczną, jest mniejsza w przypadku zastosowania zachęt finansowych do wskazywania
rzeczywistej wyceny. Zaobserwowano istotny statystycznie efekt zakotwiczenia jedynie w eksperymencie z wyceną deklaratywną. Wnioski z badania sugerują, że odporność efektu zakotwiczenia jest ograniczona.

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Kompletne metadane

Cytowanie zasobu

APA style

Siła zakotwiczenia w zadaniach związanych z wyceną produktu. (2020). Siła zakotwiczenia w zadaniach związanych z wyceną produktu. Decyzje, (33), 5-24. https://doi.org/10.7206/DEC.1733-0092.138 (Original work published 8/2020n.e.)

MLA style

„Siła Zakotwiczenia W Zadaniach Związanych Z Wyceną Produktu”. 8/2020n.e. Decyzje, nr 33, 2020, ss. 5-24.

Chicago style

„Siła Zakotwiczenia W Zadaniach Związanych Z Wyceną Produktu”. Decyzje, Decyzje, nr 33 (2020): 5-24. doi:10.7206/DEC.1733-0092.138.