IS SEEING BELIEVING:INCREASING OWNERS” WILLINGNESS TO SELL BY COUNTERFACTUAL REFERENCE PRICES IN THE SECOND-HAND MARKET
The study aims to compare several mechanisms of reference price configuration to stimulate owners’ intention to sell in the second-hand market.By two experimental studies with electronic products,the authors find that owners’ willingness to sell their belongings can be increased via triggering their counterfactual thinking of the future lower prices and stimulating anticipated regret.Interestingly,presenting the sharp price down trend of their belongings does not work to the purpose.More implicitly,providing consumers with the present price of previous generation or just telling consumers they will be informed of future prices of their belongings can significantly motive their internal responsibility and increase consumers’ intention to sell.
secondhand market counterfactual reference price anticipated regret
Jin Zhang Rong Chen Xiaobing Xu
School of Economics and Management,Tsinghua University,100084 School of Economics and Management,Tsinghua University,China
国内会议
北京
英文
1-22
2013-08-16（万方平台首次上网日期，不代表论文的发表时间）