【作者】 黄劲松； 孙健伟；

【Author】 Huang Jin-Song, Sun Jian-Wei (School of Economics & Management, Beijing University of Aeronautics and Astronautics, Beijing 100083, China)

【机构】 北京航空航天大学经济管理学院；

【摘要】 以禀赋效应理论为研究基础,通过两个情景实验对产品更换过程中买卖双方的决策心理进行了研究。实验1表明,在以旧换新活动中新产品的买方对旧产品的价格有高估的倾向,对新产品的价格有低估的倾向;相反,新产品的卖方对旧产品的价格具有低估的倾向,而对于新产品的价格有高估的倾向,这说明产品更换决策中存在着双重的禀赋效应。实验2表明,新产品的买方对旧产品的属性评价显著高于新产品的卖方,对新产品的属性评价显著低于新产品的卖方,说明属性评价也存在禀赋效应的特征。双重禀赋效应的存在从消费者行为的角度解释了为什么消费者会出现创新抵制行为。更多还原

【Abstract】 From the perspective of endowment effect theory, there’s a gap between the price that a buyer is willing to pay in order to acquire an object and the price that a seller wouldask for . Consequently, the compensation asked for typically exceeds the amount of money one would like to offer . In this study, we attempt to the behaviors of sellers and buyers during the process of product replacement.In two trade-ins experiments, we tested the hypothesis that a buyer of a new product would overvalue the product s/he owns and undervalue the new product, while a seller of a new product would undervalue the incumbent product and overvalue the new product. Similarly, buyers of a new product, in comparison to sellers, would overrate the attributes of incumbent product and underrate the attributes of new product. Consequently, double endowment effects during the process of product replacement. Two hundred and forty one undergraduate and graduate students (96 and 145 ) participated in the Experiment 1. The participants were randomly assigned to 6 scenarios 3 ×2 group: buyer, seller, control × endowment: incumbent product, new product), they were asked to fill appropriate prices for an old product and a new product after a description of trade-ins. In Experiment 2, one hundred and twenty undergraduate students (45 and 75 ) were recruited were randomly assigned to 4 scenarios 2 (group: buyer, seller)×2 (endowment: incumbent product, new product) factorial design. The same methodology as in Experiment 1 was used to evaluate the attributes of incumbent and new products. The study found that endowment effect only showed up within buyers, in sellers. Hence we found double endowment effects exert significant influence on new product replacement decisions. The study reveals that gap exists between the subjective value toward incumbent and new products of buyers and of sellers, which may be the reason consumers’ resistance to innovation. The study also imply that successful launch of a new product dependents on the amount of consumer’s mental cost of losing the incumbent product, therefore should reduce or eliminate this cost in order to improve the replacement rate. On the other hand, another reason of consumers’ resistance to innovation is that companies overvalue the new benefits of their new products and expect consumers . This study enriched understanding of endowment effect and an explanation toward innovation resistance from consumer psychology. The findings of study are potentially relevant for marketing researchers who study the effect of consumer bias decision as well as for those who wish to explore the marketing implications of new product development.更多还原