A Cognitive Model of People's Usage Estimations
The author explores how consumers anticipate product or service usage during the purchase deliberation and develops a descriptive model of the decision process in which consumers integrate their usage expectations into the choice between paying a flat fee for unlimited access or paying per use. The...
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| Veröffentlicht in: | Journal of marketing research 2000-11, Vol.37 (4), p.397-409 |
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| container_end_page | 409 |
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| container_issue | 4 |
| container_start_page | 397 |
| container_title | Journal of marketing research |
| container_volume | 37 |
| creator | Nunes, Joseph C. |
| description | The author explores how consumers anticipate product or service usage during the purchase deliberation and develops a descriptive model of the decision process in which consumers integrate their usage expectations into the choice between paying a flat fee for unlimited access or paying per use. The model helps explain why consumers habitually overestimate the likelihood of using enough to justify the flat fee and how this misperception depends on the perceived range of usage anticipated by the user. |
| doi_str_mv | 10.1509/jmkr.37.4.397.18788 |
| format | Article |
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| ispartof | Journal of marketing research, 2000-11, Vol.37 (4), p.397-409 |
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| language | eng |
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| source | Access via SAGE; Periodicals Index Online; EBSCOhost Business Source Complete; JSTOR Archive Collection A-Z Listing |
| subjects | Bias Cognition & reasoning Consumer behavior Consumer prices Consumer psychology Consumer research Consumers Consumption Costs Customer services Customers Expectations Fees Flat rates Home delivery services Marketing Ratios Reasoning Risk aversion Statistical analysis Studies Sumer |
| title | A Cognitive Model of People's Usage Estimations |
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