首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
Imagine you are in a department store to buy a carry-on suitcase. As you walk through the store, you notice the hefty price tag
Imagine you are in a department store to buy a carry-on suitcase. As you walk through the store, you notice the hefty price tag
admin
2017-12-02
57
问题
Imagine you are in a department store to buy a carry-on suitcase. As you walk through the store, you notice the hefty price tag on a luxury watch on display. You have no interest in the watch, which sells for $ 2,000, but does its high price affect how much you would be willing to fork out for the suitcase? Would that amount be any different, if, instead, you had noticed a much lower price on a display of bath towels? Most people, believing they are rational shoppers, would say no. Yet we have found that this is not necessarily the case.
Marketers have long known that consumers do not have fixed ideas about what things characteristically cost, or ought to cost. In fact, exposure to comparison prices for the same product and the same brand, and for items within the same category, can influence how much a customer is willing to pay. That is why many companies try to shift perceptions about prevailing market prices upward by presenting inflated ’regular’ prices for similar or identical goods.
But consumers are on to this game and rarely see list prices as indicative of what they should pay. Managers, therefore, must come up with something new. Recent research suggests that incidental prices—prices for unrelated goods encountered during the purchase process—can do the job. Customers are exposed to such prices without consciously making judgements about them. But these encounters, whether accidental or planned by the seller, can inflate or deflate a buyer’s willingness to pay the asking price for a given product, though most shoppers would deny this.
To test the effect of incidental prices, we analysed sales data from one of the largest automobile auctioneers in the USA. The company’s classic car auction each year attracts some 125,000 enthusiasts, all of whom have access to historical prices and book values on site. For this study, we looked at sales records for 1,477 automobiles auctioned off between 1995 and 2000. Our findings are compelling: price differentials between pairs of successive cars offered at auction systematically affected the maximum bid for the second car. When the highest bid on the first car in a pair was 100% to 200% higher than the book value of the one that followed it, the second car fetched an average of 39% more than its book value. The larger the differential, the stronger the effect.
The implications of these results are far-reaching. In another study, we sold copies of a popular music CD, essentially a commodity for which the price is relatively fixed, along the boardwalk in Venice Beach, California. We found that significantly more holidaymakers were willing to pay out $ 20 asking price when sweatshirts on sale nearby were priced at $ 80 than when the same sweatshirts were priced at $ 10—even when the shoppers said they had no interest in buying the sweatshirt. None of the participants interviewed after the study believed the incidental price of the sweatshirt affected his or her decision, but clearly it did.
What do both the car auction research and the CD experiment illustrate?
选项
A、The role played by incidental prices.
B、The unpredictable response of customers.
C、The advisability of pricing an item realistically.
D、The impact of the type of outlet on a sales activity.
答案
A
解析
转载请注明原文地址:https://kaotiyun.com/show/97cO777K
本试题收录于:
NAETI中级口译笔试题库外语翻译证书(NAETI)分类
0
NAETI中级口译笔试
外语翻译证书(NAETI)
相关试题推荐
BritishCookingBritishcookinghasundergoneachangeduringthepastdecadeasaresultofthescarcityof【C1】______which
DepartmentofAgriculturerulessayfarmershavetoselltheirgrainforhumanuseifitcontainsnomorethantwoinsectsperk
Themostfamousdiscoverythere,KingTut’sTomb,included______modelboatsthatservedasimilarfunctiontoSenwosret’sfull-s
Ifthereisanyendeavorwhosefruitsshouldbefreelyavailable,thatendeavorissurelypubliclyfinancedscience.Morally,ta
Theprotestersopposebuildingahigh-riseintheirneighborhood,statingthatitwillstandtooclosetotheirapartmentsand__
Thewomanwoulddieifthechilddied.Thewomanwouldbeliedownwithabrokenheart.
Asthefederalgovernmentshutdownapproachesthetwo-weekmark,it’sbecomepainfullyapparentthatthepubliccannolongerru
AlexEzehoftheCentreforGlobalDevelopment,isathink-tankinWashington,remembersshowingKenyanpoliticiansevidencetha
WorldBankTheWorldBankisoneofthelargestsuppliersofdevelopmentassistance.Itsmaingoalistoimprovelivingcond
Whatdoesthespeakerfeelaboutsummerpictures?
随机试题
意识性本体感觉第一级神经元位于①____________,第二级神经元位于②____________,第三级神经元位于③____________。
患者男,24岁。因发热、头痛、呕吐1周入院。查体:T38.4℃,颈项强直。脑脊液细胞计数,有核细胞数为415×106/L,主要为淋巴细胞。对该患者脑脊液生化检查最可能出现的组合结果是
先有意识障碍然后有发热,多见于()
常用的热轧型钢有()。
某投资者拥有敲定价格为840美分/蒲式耳的3月大豆看涨期权,最新的3月大豆成交价格为839.25美分/蒲式耳。那么,该投资者拥有的期权属于()。
商业银行最关心的是借款人的()。
观察
根据其汇编的数字,某公民团体认为X党的议员比Y党的议员批准花费纳税人更多的钱。这个团体的数字是对国会成员投票通过的支出议案的数目进行分析后得出的。如果下面哪项正确,该公民团体用来衡量国会中哪个党花费更多纳税人的钱的数字将会不可靠?
符号的基本功能是什么?
Heisnowateacheranda________memberofthecommunity.
最新回复
(
0
)