刻板印象下的比较陷阱：产品捆绑策略实验研究

Trade-off Trap under Stereotype Bias: Experiment on Bundling Strategy

比较是人的天性,刻板印象也是人普遍存在的一种决策偏差。本文研究的正是上述二者如何共同影响个体对捆绑组合产品的估价和意愿支付。基于此,本文设计了一个大品牌和一个小品牌产品组合,通过改变产品组合主从顺序、控制被试对捆绑产品的价格感知度来检测:被试对主产品的估价和意愿支付是否受捆绑产品价格和品牌的影响。实验研究结果表明:(1)当被试对于捆绑产品价格有准确感知时,价格搭乘效应存在且在统计上显著;反之,价格搭乘效应不存在。(2)在刻板印象的作用下,品牌搭乘效应存在且在统计上显著,即被试对主产品价格存在系统的高估。因此,本研究给出如下建议:厂商在决定捆绑产品时,应该选择价格或质量较高、容易被消费者感知的产品,从而有效提高消费者对组合产品的估价和意愿支付。

Compare or trade-off is one of the key characteristic of human being, and stereotype is a prevent decision bias. Trade-off before evaluation is a key step in decision-making, our mind is capable of comparing or trading-off, but not good at evaluation. Therefore, people tend to find a reference then to compare before decide. The process is seemingly to be scientific, but only be reasonable in human mind. This study is focusing on the compound effect of these two factors on individual＇s valuation and willingness to pay to the bundling product. A bundling product including a famous and non-famous brand was set in laboratory to detect how individual evaluate the price and WTP by changing sequence of main product and affiliate product and also the price incentive. The main results include：（1） the price riding effect exist and significant in statistics when subjects have full sense of the price of affiliate product, vise verse;（2） the brand riding effect exist and significant in statistics under stereotype bias, that is an over-evaluation on main product. An application based on this study is if a product chose to be the affiliated product with which contain high quality and price, and easy to know by customers, the customers would like to name a high price and a high WTP. Overall, for a not famous brand, what the enterprise need to do is to find a famous and correlated brand as the bundling product, and never print their own brand on the bundling product. One of main contribution to literature is, the effect of reference being inside under stereotype frame, even if no outside option exist. That means the mechanism of reference effect has changed by stereotype effect, this article enhances the research boundary of reference and strategy of product bundling. An expansion call for research in the future is to examine the stereotype effect and reference effect in risky products, such as financial asset, which include not only brand, risk and return, but also bundling effect.