title: [The price-based certainty of purchase influences consumer behavior for discount].
abstract: Tversky & Kahneman (1981) reported that most participants decided to drive when they could save money on a low-price good as compared to when they could save on a high-price good, even though the discount prices were same. Although this irrational decision making has been interpreted as a rate-dependent estimation of value (prospect theory), this study newly proposes that it can be explained by the certainty of purchase based on the price of goods. Experiment 1 replicated the previously reported difference in decision making, and additionally demonstrated that participants' certainty of purchase was lower for a high- than a low-price good. When it was emphasized that participants' intention to purchase high- and low-price goods were equally sure, decision making did not significantly differ (Experiment 2). Furthermore, decision making differed based only on the certainty of purchase even,when prices of goods were-same (Experiment 3). Consumers' decision making may be rather rational, depending straightforwardly on the certainty of purchase that is susceptible to price.
authors.forename: Katsuhiko
authors.initials: K
authors.lastname: Arihara
authors.forename: Atsunori
authors.initials: A
authors.lastname: Ariga
authors.forename: Takeshi
authors.initials: T
authors.lastname: Furuya
mesh_terms: D000293:Adolescent; D003258:Consumer Behavior; D003657:Decision Making; D005260:Female; D006801:Humans; D008297:Male; D055815:Young Adult