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Essays on Field Experiments in Behav...

Morrison, William.

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Essays on Field Experiments in Behavioral Economics.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Essays on Field Experiments in Behavioral Economics./
作者:	Morrison, William.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2023,
面頁冊數:	233 p.
附註:	Source: Dissertations Abstracts International, Volume: 85-03, Section: A.
Contained By:	Dissertations Abstracts International85-03A.
標題:	Behavioral sciences. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30490706
ISBN:	9798380381222

Essays on Field Experiments in Behavioral Economics.
Morrison, William.

Essays on Field Experiments in Behavioral Economics. - Ann Arbor : ProQuest Dissertations & Theses, 2023 - 233 p.

Source: Dissertations Abstracts International, Volume: 85-03, Section: A.

Thesis (Ph.D.)--University of California, Berkeley, 2023.

This item must not be sold to any third party vendors.

This dissertation contributes to the literature of using field experiments to test and develop theories of consumer behavior. In Chapter One, my coauthors and I partner with the YMCA to analyze how public recognition for exercise affects consumer's utility. We find that while it motivates positive behavior change, it creates highly unequal payments, with low performers losing a lot of utility from having their exercise habits publicly shared. In Chapter Two, my coauthor and I use an online shopping experiment to study how consumers (mis)react to sales taxes. We find evidence consistent with the theory that consumers using heterogeneous rules of thumb to compute the opaque tax when the stakes are low, but using costly mental effort at higher stakes. The results allow us to differentiate between various economic theories of limited attention. In Chapter Three, my coauthor and I partner with an online apparel retailer to study the consequences of offering a one-time price discount to consumers, with a particular focus on consumer beliefs. We find that the net effect was no significant difference in revenue, order frequency or profit from the two groups in our experiment. We further find that price discounts do not change the perceived value of the brand or quality of the product, which contradicts many existing economic theories.

ISBN: 9798380381222Subjects--Topical Terms:

529833
Behavioral sciences.
Subjects--Index Terms:

Behavioral economics

Essays on Field Experiments in Behavioral Economics.
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520 $a This dissertation contributes to the literature of using field experiments to test and develop theories of consumer behavior. In Chapter One, my coauthors and I partner with the YMCA to analyze how public recognition for exercise affects consumer's utility. We find that while it motivates positive behavior change, it creates highly unequal payments, with low performers losing a lot of utility from having their exercise habits publicly shared. In Chapter Two, my coauthor and I use an online shopping experiment to study how consumers (mis)react to sales taxes. We find evidence consistent with the theory that consumers using heterogeneous rules of thumb to compute the opaque tax when the stakes are low, but using costly mental effort at higher stakes. The results allow us to differentiate between various economic theories of limited attention. In Chapter Three, my coauthor and I partner with an online apparel retailer to study the consequences of offering a one-time price discount to consumers, with a particular focus on consumer beliefs. We find that the net effect was no significant difference in revenue, order frequency or profit from the two groups in our experiment. We further find that price discounts do not change the perceived value of the brand or quality of the product, which contradicts many existing economic theories.
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