文章基本信息

标题：Risk Aversion and Preference for Store Price Format
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作者：Koichi Yonezawa ; Timothy J. Richards
期刊名称：Journal of Agricultural and Resource Economics
印刷版ISSN：1068-5502
出版年度：2016
卷号：41
期号：3
页码：425-443
出版社：WAEA
摘要：When choosing among retail store formats, consumers face two alternatives: everyday-low-price(EDLP) stores that offer lower mean prices, with less variation over time, or promotion-based(HILO) stores that offer higher mean prices but more variation over time. In this study, weinvestigate a relationship between consumers’ risk preferences and their store-choice decisions.We use data from a two-stage, incentive-compatible experiment to measure subjects’ riskpreferences and to examine how their attitudes toward risk influence their preferences for storeprice format.We find that retailers’ pricing strategies allow consumers with different risk attitudesto choose a particular store price format.
关键词：choice-based conjoint; experimental economics; store choice; uncertainty