From Fortune China
Have you ever been shopping and found a great jacket with a perfect fit? Then you look at the price tag and pause. Should you buy that perfect item now or wait to see if it’s still available during the inevitable end-of-season sale? What if the store told you that it only had a limited number left, or only had two on the rack in your size?
In a recent study I conducted with Prof. Karen Zheng, we found that as consumers have become more strategic about purchases, behavioral motives like regret and availability misperception are significant factors and should play a key role in pricing strategy.
Regret happens when consumers compare the outcome of a chosen action with that of the unchosen one and realize they would have been better off with the latter. In other words, they may regret buying the jacket now at the higher price if it turns out to be available during the sale for 30% off. Similarly, they may regret not buying it now if their size is gone by the time of the sale.
Read the full post at Fortune China
Prof. Özalp Özer is a visiting professor at MIT Sloan from the Naveen Jindal School of Management at the University of Texas at Dallas. He also is coeditorof the book The Oxford Handbook of Pricing Management and coauthor of the paper, “Markdown or Everyday-Low-Price? The Role of Behavioral Motives.”