How Well Can We Compare Prices? Ease-of-Computation Effect

Sebastian Oetzel () and Andreas Luppold ()
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Sebastian Oetzel: Hochschule Fulda – University of Applied Sciences

Chapter Chapter 8 in 33 Phenomena of Purchasing Decisions, 2024, pp 41-44 from Springer

Abstract: Abstract This chapter introduces the availability heuristic and fluency, shows that people estimate the probability of events to be higher the easier the brain can process information, presents a scientific study on the influence of fluency on price assessment, and discusses implications for the pricing of retailers in weeks with and without price promotions.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-44799-1_8

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DOI: 10.1007/978-3-658-44799-1_8

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