Touch, ownership, uncertainty and preference :which consumers are affected by the mere touch endowment effect uncertainty and willigness to pay

Montero, Andrea Fabiana (2017) Touch, ownership, uncertainty and preference :which consumers are affected by the mere touch endowment effect uncertainty and willigness to pay. Universidad Católica de Córdoba [Tesis de Maestría].

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Resumen

This study provides an understanding of the impact of the sense of touch in consumers’ behavior. Focusing on Willingness to Pay as Range (Wang et. al 2007), we investigated the effect of “touching” and its ability to generate an asymmetric shift in willingness to pay thresholds, where the minimum price experienced a higher increase than the ceiling price, and thus a reduction in the WTP range occurred, reflecting an increase in individuals’ certainty (Maier et. al 2014). However, this effect seems not to be the same in every type of products. According to our results, when the aesthetic dimension of a product design was manipulated and taken under analysis, surprising and unexpected findings were noticed in individuals’ certain and uncertain value perception. A likely explanation is that the sense of touch evidences facts that need to be yet discovered.

Tipo de documento:	Tesis (Maestría)
Dirección de Tesis:	Veritier, María Gisela
Institución:	Universidad Católica de Córdoba
Departamento:	Instituto de Ciencias de la Administración
Palabras clave:	Dirección de Empresas. Incertidumbre. Consumidores.
Temas:	H Ciencias Sociales > HF Comercio
Unidad académica:	Universidad Católica de Córdoba > ICDA - Escuela de Negocios
Google Académico:	Ver citaciones
URI:	http://pa.bibdigital.ucc.edu.ar/id/eprint/1531

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