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A behavioral economic analysis of smartwatches using internet‐based hypothetical demand

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  • Lindsay P. Schwartz
  • Steven R. Hursh

Abstract

Hypothetical purchase tasks (HPTs) and operant demand analyses provide a promising methodology to determine how consumers value new products. This study used a demand analysis to determine value differences between Apple or Fitbit smartwatches and those same watches with hypothetical “added‐value” features. There were no differences between baseline smartwatches and those with additional features. However, participants who owned Apple products had significantly higher demand for Apple smartwatches, while this difference did not exist for Fitbit users. HPTs and demand analyses were sensitive enough to determine differences related to brand loyalty, but did not detect differences in added‐value of hypothetical features.

Suggested Citation

  • Lindsay P. Schwartz & Steven R. Hursh, 2022. "A behavioral economic analysis of smartwatches using internet‐based hypothetical demand," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(7), pages 2729-2736, October.
    • Handle: RePEc:wly:mgtdec:v:43:y:2022:i:7:p:2729-2736
    DOI: 10.1002/mde.3558
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    References listed on IDEAS

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    1. Jeremiah Weinstock & Kyler Mulhauser & Emma G. Oremus & Alexandra R. D’Agostino, 2016. "Demand for gambling: development and assessment of a gambling purchase task," International Gambling Studies, Taylor & Francis Journals, vol. 16(2), pages 316-327, August.
    2. He, Junnan & Calder, Bobby J., 2020. "The experimental evaluation of brand strength and brand value," Journal of Business Research, Elsevier, vol. 115(C), pages 194-202.
    3. Gordon R. Foxall & Peter G. Roma & Steven R. Hursh & Stanton Hudja, 2016. "Hypothetical Purchase Task Questionnaires for Behavioral Economic Assessments of Value and Motivation," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 37(4-5), pages 306-323, 06-07.
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    Cited by:

    1. Rad Dana & Cuc Lavinia Denisia & Lile Ramona & Cuc Paul Nichita & Pantea Mioara Florina & Anta Darius, 2023. "Suspiciousness and Fast and Slow Thinking Impact on Trust in Recommender Systems," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 17(1), pages 1103-1118, July.

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