Behavioral biases in marketing

Autor: Katharina Dowling, Narine Yegoryan, Daniel Klapper, Lucas Stich, Daniel Guhl, Martin Spann
Rok vydání: 2019
Předmět:
Zdroj: Journal of the Academy of Marketing Science. 48:449-477
ISSN: 1552-7824
0092-0703
DOI: 10.1007/s11747-019-00699-x
Popis: Psychology and economics (together known as behavioral economics) are two prominent disciplines underlying many theories in marketing. The extensive marketing literature documents consumers’ nonrational behavior even though behavioral biases might not always be consistently termed or formally described. In this review, we identify and synthesize empirical research on behavioral biases in marketing. We document the key findings according to three classes of deviations (i.e., nonstandard preferences, nonstandard beliefs, and nonstandard decision-making) and the four phases of consumer purchase decision-making (i.e., need recognition, pre-purchase, purchase, and post-purchase). Our organizing framework allows us to (1) synthesize instructive marketing papers in a concise and meaningful manner and (2) identify connections and differences within and across categories in both dimensions. In our review, we discuss specific implications for management and avenues for future research.
Databáze: OpenAIRE
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