Upgrading or Downgrading? \ Framing Effects in Online Shopping Environments \
AbstractRecent development in behavioral decision theory reveals the important role of decision environment in the consumer's evaluation and choice processes. Often it is referred as "decision framing." Of particular interest is the online shopping environment, where buyers are usually forced to make their decisions under the sellers' (programmed) guidance on their web sites. How can the decision frames constructed in online shopping environment influence consumers' decision making? What should be done to exploit the characteristics of their framed decisions in the design of online shopping environments? In the present study, we considered an online PC shop as an example because it is one of the most popular and typical online shops and it will help us get insights into the consumers' online-framed decision characteristics. Buyers are usually led to specify the configurations of personal computers, i.e., CPU, memory and hard drive size, type of optical drives, etc., taking their preferences and budgets into account. In the course of specification processes, their decisions are framed in some ways and influenced by them. Among other things, the way the choice alternatives are presented (upgrading/ downgrading, etc.), from which buyers are expected to choose, is of special interest because it can be easily controlled by the sellers. Experimental studies were conducted to investigate the influence of some decision frames including the flow of selection process, the number of alternatives, the price intervals of the alternatives, and the default choice settings. The extremeness aversion, the shifts of the reference points, and the tradeoff between utility and economic loss aversion, are the examples of the involved effects. Above all, particular attention was paid to the default choice settings that provide the total prices as well as the reference points. Based on the results of the experiments, a set of theoretical conclusions and managerial implications of default choice settings are discussed.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoPaper provided by Osaka University, Graduate School of Economics and Osaka School of International Public Policy (OSIPP) in its series Discussion Papers in Economics and Business with number 11-23.
Length: 15 pages
Date of creation: Aug 2011
Date of revision:
online shopping; decision framing; pricing; choice model;
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- C44 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Operations Research; Statistical Decision Theory
- D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search, Learning, and Information
This paper has been announced in the following NEP Reports:
- NEP-ALL-2011-08-15 (All new papers)
- NEP-DCM-2011-08-15 (Discrete Choice Models)
- NEP-EVO-2011-08-15 (Evolutionary Economics)
- NEP-EXP-2011-08-15 (Experimental Economics)
- NEP-HPE-2011-08-15 (History & Philosophy of Economics)
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Atsuko SUZUKI).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.