Psychological approach to consumer buying decisions

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Other Title
  • 消費者購買意思決定についての心理学的研究
  • Psychological approach to consumer buying decisions: analysis of the psychological purse and psychology of price
  • 心理的財布と価格心理を中心として
  • Analysis of the psychological purse and psychology of price

Abstract

The effects of psychological purse on buying decisions are discussed in Part I. The concept of psychological purse assumes that the consumer has several kinds of psychological purses. Various experiments were conducted to exhibit the enlargement and reduction of the size of the psychological purse, depending on goods or services to buy, buying motivation, budget, and other conditions. In Part II, various aspects of the issue of price and buying decisions are experimentally discussed. The major topics are:(1) the possibility of applying the Weber ratio and Helson's adaptation level theory to price judgement, and the framing effects and price judgement, (2) with regard to bargains, which has stronger effects on buying behavior, displaying the price difference or price difference ratio? Is psychological pricing really effective?(3) the effects of the presentation order of trade-off information on buying decisions.

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