Efekty kontekstowe jako element teorii wyboru konsumenta

• Autorzy: Anna Wielicka-Regulska

Warianty tytułu

Context Effects as Element of the Theory of Consumer Choice

• Języki publikacji: PL

Abstrakty

Teoria wyboru konsumenta zakłada, że decyzje konsumentów można analizować w kategoriach probabilistycznych, wnioskując o preferencjach konsumenta na podstawie dokonywanych wyborów, przy czym zakłada się m.in. spójność preferencji. Artykuł ma charakter przeglądowy. Opisuje on tzw. efekty kontekstowe, które modyfikują w istotny sposób decyzje o zakupach podejmowane przez konsumentów. Efekty kontekstowe oznaczają, że atrakcyjność produktu zależy również od obecności lub braku innych produktów, co stawia pod znakiem zapytania standardowy model wyboru. W artykule opisano trzy najczęściej wymieniane w literaturze efekty kontekstowe, tj. efekt przyciągania, podobieństwa oraz kompromisu. Wskazano okoliczności, w jakich one powstają oraz przyczyny, które je wywołują, a także przedstawiono ich teoretyczne i praktyczne znaczenie. (abstrakt oryginalny)

EN

The theory of consumer choice assumes that consumers' decisions can be analyzed in terms of probability, and that consumer preferences may be recognized on the basis of their choices (with the assumed coherence of preferences). This is a review article describing the so-called 'context effects', which modify significantly purchase decisions taken by consumers. Context effects mean that the attractiveness of a given product depends on the availability or non-availability of some other products, which calls into question the standard choice model. The paper describes three context effects most commonly mentioned in the literature: attraction or decoy effect, similarity effect, and compromise effect. The author explains the conditions conducive to their emergence, as well as their theoretical and practical significance. (original abstract)

Słowa kluczowe

PL

Zachowania konsumenta; Preferencje konsumenta; Teoria wyboru; Szacowanie prawdopodobieństwa

EN

Consumer behaviour; Consumer preferences; Choice theory; Probability estimation

• Czasopismo: Ekonomista
• Rocznik: 2017
• Numer: nr 2
• Strony: 159--174

Twórcy

autor

Anna Wielicka-Regulska

• Uniwersytet Przyrodniczy w Poznaniu

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