Anchoring Effect in Different Promotional Forms in the Consumption Field

Taking Price Discounts and Gift Discount Activities as Examples

DOI

10.2991/aebmr.k.220307.434How to use a DOI?

Keywords

Behavioral economics; Anchoring effect; Consumption

Abstract

This paper is aimed at discussing the anchor effect in a promotional scenario. In this paper, the research statistically analyzes the consumers’ choices of different promotion forms under different degrees of promotion and the impact of consumers’ choices on their cognition of the price through the method of questionnaire survey. Based on the analysis of this paper, the following conclusions can be drawn. Firstly, people who go shopping frequently and pay attention to sales promotion account for the majority, and their preference for promotion changes linearly with the increase of the promotion degree; Secondly, the more consumers focus on the promotion, the less likely they are to change their preference for the promotion form by the increase of promotion intensity. At last, the form of gift promotion makes it easier for consumers to overestimate the original price of products compared to the form of discount promotion.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Jinxi Chen
PY  - 2022
DA  - 2022/03/26
TI  - Anchoring Effect in Different Promotional Forms in the Consumption Field
BT  - Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
PB  - Atlantis Press
SP  - 2666
EP  - 2673
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220307.434
DO  - 10.2991/aebmr.k.220307.434
ID  - Chen2022
ER  -