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Tarifwahl-Anomalien bei optionalen Mobilfunktarifen — Eine Analyse der Ursachen von Flatrate-Präferenz und Flatrate-Bias

Author

Listed:
  • Sven Heidenreich

    (EBS Universität für Wirtschaft und Recht)

  • Katrin Talke

    (Universität Hamburg)

Abstract

Zusammenfassung Einige Studien zeigen, dass sich Konsumenten nicht immer für den günstigsten Vertragstarif entscheiden, sondern insbesondere Flatrates anderen Tarifen vorziehen. Damit unterliegen sie einem kognitiven Fehler, dem sogenannten „Flatrate-Bias“. Der vorliegende Beitrag will am Beispiel von Mobilfunktarifen die Existenz, Ursachen und Konsequenzen des Flatrate-Bias empirisch überprüfen. Die Ergebnisse verdeutlichen, dass bei der Wahl von Mobilfunktarifen fast 75% der Probanden einem Flatrate-Bias unterliegen, wobei ihr Rechnungsbetrag im Durchschnitt 35% höher liegt als im eigentlich günstigsten Tarif. Die Ursachen für einen Flatrate-Bias liegen in systematischen Abweichungen des individuellen vom optimalen Tarifwahlverhalten, sogenannten Tarifwahl-Anomalien. Neben motivations- und kognitionsbedingten A nomalien (Bequemlichkeits- und Überschätzungseffekt) kann erstmalig auch der Einfluss emotionsbedingter Anomalien (Flatrate-Präferenz) nachgewiesen werden. Überdies kann gezeigt werden, dass eine Flatrate-Präferenz durch die Bedürfnisse nach Entkopplung, Versicherung und Flexibilität motiviert ist. Auf diesen Erkenntnissen aufbauend können Implikationen für die Gestaltung und Kommunikation des Tarifangebots von Unternehmen sowie für den Verbraucherschutz abgeleitet werden.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:sjobre:v:64:y:2012:i:3:d:10.1007_bf03373694
    DOI: 10.1007/BF03373694
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    References listed on IDEAS

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    JEL classification:

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

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