IDEAS home Printed from https://ideas.repec.org/a/spr/sjobre/v58y2006i5d10.1007_bf03371668.html
   My bibliography  Save this article

Ursachen eines Flatrate-Bias — Systematisierung und Messung der Einflussfaktoren

Author

Listed:
  • Anja Lambrecht

    (UCLA Anderson School of Management)

  • Bernd Skiera

    (Johann Wolfgang Goethe-Universität Frankfurt)

Abstract

Zusammenfassung Konsumenten können für den Zugang zum Internet zwischen Pauschaltarifen („Flatrates“) und Tarifen mit nutzungsabhängiger Abrechnung wählen. Konsumenten, die ihre Konsumentenrente maximieren, sollten den Tarif wählen, in dem sie für die gewählte Nutzungsmenge den geringsten Rechnungsbetrag zahlen. Allerdings liegt häufig ein „Flatrate-Bias“ vor. Das heißt Konsumenten ziehen Flatrates nutzungsabhängigen Tarifen vor, selbst wenn der Rechnungsbetrag der Flatrate höher ist. Der Beitrag identifiziert mit Versicherungs-, Taxameter-, Bequemlichkeits- und Überschätzungseffekt mögliche Ursachen des Flatrate-Bias und entwickelt Skalen zu deren Messung. In zwei empirischen Studien werden diese Skalen validiert und der Einfluss der Effekte auf den Flatrate-Bias gemessen. Der Beitrag zeigt, dass Konsumenten auch bei Internetzugangstarifen Flatrates systematisch vorziehen und Versicherungs-, Taxameter- und Überschätzungseffekt dafür verantwortlich sind.

Suggested Citation

  • Anja Lambrecht & Bernd Skiera, 2006. "Ursachen eines Flatrate-Bias — Systematisierung und Messung der Einflussfaktoren," Schmalenbach Journal of Business Research, Springer, vol. 58(5), pages 588-617, August.
    • Handle: RePEc:spr:sjobre:v:58:y:2006:i:5:d:10.1007_bf03371668
    DOI: 10.1007/BF03371668
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/BF03371668
    File Function: Abstract
    Download Restriction: no
    File URL: https://libkey.io/10.1007/BF03371668?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Murphy, Michael M, 1977. "Price Discrimination, Market Separation, and the Multi-Part Tariff," Economic Inquiry, Western Economic Association International, vol. 15(4), pages 587-599, October.
    2. Hayne E. Leland & Robert A. Meyer, 1976. "Monopoly Pricing Structures with Imperfect Discrimination," Bell Journal of Economics, The RAND Corporation, vol. 7(2), pages 449-462, Autumn.
    3. Malmendier, Ulrike M. & Della Vigna, Stefano, 2002. "Overestimating Self-Control: Evidence from the Health Club Industry," Research Papers 1880, Stanford University, Graduate School of Business.
    4. Amos Tversky & Daniel Kahneman, 1991. "Loss Aversion in Riskless Choice: A Reference-Dependent Model," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 106(4), pages 1039-1061.
    5. Richard H. Thaler, 2008. "Mental Accounting and Consumer Choice," Marketing Science, INFORMS, vol. 27(1), pages 15-25, 01-02.
    6. Kenneth E. Train & Daniel L. McFadden & Moshe Ben-Akiva, 1987. "The Demand for Local Telephone Service: A Fully Discrete Model of Residential Calling Patterns and Service Choices," RAND Journal of Economics, The RAND Corporation, vol. 18(1), pages 109-123, Spring.
    7. Kridel, Donald J. & Lehman, Dale E. & Weisman, Dennis L., 1993. "Option value, telecommunications demand, and policy," Information Economics and Policy, Elsevier, vol. 5(2), pages 125-144, July.
    8. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
    9. Drazen Prelec & George Loewenstein, 1998. "The Red and the Black: Mental Accounting of Savings and Debt," Marketing Science, INFORMS, vol. 17(1), pages 4-28.
    10. Robert D. Willig, 1978. "Pareto-Superior Nonlinear Outlay Schedules," Bell Journal of Economics, The RAND Corporation, vol. 9(1), pages 56-69, Spring.
    11. Heath, Chip & Soll, Jack B, 1996. "Mental Budgeting and Consumer Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(1), pages 40-52, June.
    12. Einhorn, Hillel J & Hogarth, Robin M, 1986. "Decision Making under Ambiguity," The Journal of Business, University of Chicago Press, vol. 59(4), pages 225-250, October.
    13. Rook, Dennis W & Fisher, Robert J, 1995. "Normative Influences on Impulsive Buying Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(3), pages 305-313, December.
    14. Walter Y. Oi, 1971. "A Disneyland Dilemma: Two-Part Tariffs for a Mickey Mouse Monopoly," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 85(1), pages 77-96.
    15. Clay, Karen B & Sibley, David S & Srinagesh, Padmanabhan, 1992. "Ex Post vs. Ex Ante Pricing: Optional Calling Plans and Tapered Tariffs," Journal of Regulatory Economics, Springer, vol. 4(2), pages 115-138, June.
    16. Kenneth E. Train, 1991. "Optimal Regulation: The Economic Theory of Natural Monopoly," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262200848, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sven Heidenreich & Katrin Talke, 2012. "Tarifwahl-Anomalien bei optionalen Mobilfunktarifen — Eine Analyse der Ursachen von Flatrate-Präferenz und Flatrate-Bias," Schmalenbach Journal of Business Research, Springer, vol. 64(3), pages 280-307, May.
    2. Fabian Herweg & Konrad Mierendorff, 2013. "Uncertain Demand, Consumer Loss Aversion, And Flat-Rate Tariffs," Journal of the European Economic Association, European Economic Association, vol. 11(2), pages 399-432, April.
    3. Chu, Hsunchi & Liao, Shuling, 2010. "Buying while expecting to sell: The economic psychology of online resale," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1073-1078, September.
    4. Raghuram Iyengar & Kamel Jedidi & Skander Essegaier & Peter J. Danaher, 2011. "The Impact of Tariff Structure on Customer Retention, Usage, and Profitability of Access Services," Marketing Science, INFORMS, vol. 30(5), pages 820-836, September.
    5. Shy, Oz, 2008. "Measuring the cost of making payment decisions," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 37(6), pages 2411-2416, December.
    6. Sejeong Yun & Kwanho Suk, 2022. "Consumer preference for pay-per-use service tariffs: the roles of mental accounting," Journal of the Academy of Marketing Science, Springer, vol. 50(5), pages 1111-1124, September.
    7. Huffman, David B. & Barenstein, Matias, 2004. "Riches to Rags Every Month? The Fall in Consumption Expenditures Between Paydays," IZA Discussion Papers 1430, Institute of Labor Economics (IZA).
    8. Kim Huat Goh & Jesse C. Bockstedt, 2013. "The Framing Effects of Multipart Pricing on Consumer Purchasing Behavior of Customized Information Good Bundles," Information Systems Research, INFORMS, vol. 24(2), pages 334-351, June.
    9. Schulz, Fabian & Schlereth, Christian & Mazar, Nina & Skiera, Bernd, 2015. "Advance payment systems: Paying too much today and being satisfied tomorrow," International Journal of Research in Marketing, Elsevier, vol. 32(3), pages 238-250.
    10. Schlereth, Christian & Stepanchuk, Tanja & Skiera, Bernd, 2010. "Optimization and analysis of the profitability of tariff structures with two-part tariffs," European Journal of Operational Research, Elsevier, vol. 206(3), pages 691-701, November.
    11. Drevs Florian & Nguyen Tristan, 2012. "Adverse Selektion light – Der Einfluss des Flat-Rate-Bias auf das Tarifwahlverhalten bei Krankenversicherungen / Adverse Selection Light – How can flat-rate bias influence insurance demand," ORDO. Jahrbuch für die Ordnung von Wirtschaft und Gesellschaft, De Gruyter, vol. 63(1), pages 365-382, January.
    12. Koch, Alexander K. & Nafziger, Julia, 2016. "Goals and bracketing under mental accounting," Journal of Economic Theory, Elsevier, vol. 162(C), pages 305-351.
    13. Manel Baucells & Woonam Hwang, 2017. "A Model of Mental Accounting and Reference Price Adaptation," Management Science, INFORMS, vol. 63(12), pages 4201-4218, December.
    14. Pranav Jindal, 2015. "Risk Preferences and Demand Drivers of Extended Warranties," Marketing Science, INFORMS, vol. 34(1), pages 39-58, January.
    15. Ina Garnefeld & Andreas Eggert & Markus Husemann-Kopetzky & Eva Böhm, 2019. "Exploring the link between payment schemes and customer fraud: a mental accounting perspective," Journal of the Academy of Marketing Science, Springer, vol. 47(4), pages 595-616, July.
    16. Itai Ater & Vardit Landsman, 2013. "Do Customers Learn from Experience? Evidence from Retail Banking," Management Science, INFORMS, vol. 59(9), pages 2019-2035, September.
    17. Qiu, Shangzhi & Wu, Laurie & Yang, Yanjia & Zeng, Guojun, 2022. "Offering the right incentive at the right time: Leveraging customer mental accounting to promote prepaid service," Annals of Tourism Research, Elsevier, vol. 93(C).
    18. Li Chen & A. Gürhan Kök & Jordan D. Tong, 2013. "The Effect of Payment Schemes on Inventory Decisions: The Role of Mental Accounting," Management Science, INFORMS, vol. 59(2), pages 436-451, September.
    19. K. P. M. Winssen & R. C. Kleef & W. P. M. M. Ven, 2016. "Potential determinants of deductible uptake in health insurance: How to increase uptake in The Netherlands?," The European Journal of Health Economics, Springer;Deutsche Gesellschaft für Gesundheitsökonomie (DGGÖ), vol. 17(9), pages 1059-1072, December.
    20. Arkes, Hal R. & Hirshleifer, David & Jiang, Danling & Lim, Sonya, 2008. "Reference point adaptation: Tests in the domain of security trading," Organizational Behavior and Human Decision Processes, Elsevier, vol. 105(1), pages 67-81, January.

    More about this item

    Keywords

    M31;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sjobre:v:58:y:2006:i:5:d:10.1007_bf03371668. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.