消费者的零点困惑-凯发k8官网

消费者的零点困惑
文章来源:未知 文章作者:meng 发布时间:2010-11-16 03:40 字体: [ ] 
(单词翻译:双击或拖选)

why would someone choose a credit card with a one percent interest rate over another with a zero percent rate? a new study in the journal of consumer research finds that consumers are often flummoxed(困惑的) when it comes to zero. "a reasonable assumption(假定,设想) is that a product will be more attractive when it offers more of a good thing, such as free pictures (with a digital camera purchase), or less of a bad thing, like interest rates on a credit card," writes author mauricio palmeira (monash university, australia). but palmeira's research found that consumer comparison methods tend to get confused when one of the comparison terms has a zero value.

for example, a consumer interested in a new credit card may need to choose between one with a $45 annual fee and a one percent interest rate and another with a $15 fee and a 20 percent interest rate. "one could view this decision as a choice between an extra $30 1 for a 19 percent reduction in interest rate. alternately, it can be viewed in relative terms. in this sense, a $30 difference between $15 and $45 appears much bigger than the same difference between $115 and $145," writes palmeira. consumers tend to be more sensitive to relative rather than absolute differences, which is why a one percent interest rate looks good, since its interest rate is 20 times less than 20 percent.

but what if consumers compare a 20 percent interest rate to a zero percent one? "i argue that whereas a 20 percent interest rate may look very large compared to one percent (it is 20 times larger!), it may not look as large compared to zero percent. zero eliminates the reference point we use to assess the size of things," palmeira explains.

"this leads to a counterintuitive(违反直觉的) situation, in which a credit card can increase its likelihood of being selected when it has a small but non-zero interest rate," writes palmeira. the same is true of other attributes that consumers want to minimize, like interest rates and fat content.

the 2(相反,倒转) is true when consumers desire an attribute. for example, if a digital camera offers a 3 that adds 200 free pictures to a purchase, a competitor may be better off(境况富裕,更舒适) offering nothing rather than just a few free pictures. "this is because 200 will look larger compared to 10 or 20 than compared to zero," palmeira writes.



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1 vzyzno     
adv.一年一次,每年
参考例句:
  • many migratory birds visit this lake annually.许多候鸟每年到这个湖上作短期逗留。
  • they celebrate their wedding anniversary annually.他们每年庆祝一番结婚纪念日。
2 gr6zs     
adj.相反的,倒转的,反转的;n.相反之物;v.倒转
参考例句:
  • evil is the inverse of good.恶是善的反面。
  • when the direct approach failed he tried the inverse.当直接方法失败时,他尝试相反的做法。
3 erlxn     
n.提升,晋级;促销,宣传
参考例句:
  • the teacher conferred with the principal about dick's promotion.教师与校长商谈了迪克的升级问题。
  • the clerk was given a promotion and an increase in salary.那个职员升了级,加了薪。
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