Order versus disorder – the impact on value estimates of durable consumption goods

作者：David Koch, Simon Thaler, Ronny Mayr · 发表于：Applied Economics Letters · 年份：2020 · DOI：10.1080/13504851.2020.1841081 · 被引用次数：5 · 研究领域：Consumer Behavior in Brand Consumption and Identification、Decision-Making and Behavioral Economics、Economic and Environmental Valuation

The purpose of this article is to investigate if easily removable disorder (i.e. a negative externality displayed in pictures) influences value estimates of two durable goods (car and apartment). We examine the effect with a 2 × 2 experimental setup consisting of 137 estimates from students. While we assume an influence of the disorder in the case of the car, there must not be any value influence in the apartment task. The first estimate of the car decreases by 11.9% in the case of disorder, but the effect does not decrease in the second estimation. For the apartment, the disorder effect reduces the estimates by 13.3%. In a second estimate, the effect on value weakens but still is present. The study shows that (i) images lead to an incorrect assessment and (ii) disorder is perceived differently for the two goods.