Disclosure Of Free Trial experience Via Hyperbolic Discounting And Endowment Tendencies

It is known that each individual has different personality traits as well as different psychological biases. These cognitive biases are effective in many purchasing and economic decisions, from consumption habits of individuals to investment preferences. Not every decision made by individuals may be logical, sensitive or accurate. Basically, there are many environmental and psychological factors that we are influenced by, apart from the biological factors that are thought to cause irrational choices, decisions and behaviors. One of them is our bias and tendencies that cause us to make decisions that sometimes have extremely bad consequences. On the other hand, if we understand the reasons for our irrational decisions and analyze the results well, we can get a chance to get rid of the traps set for us by our cognitive biases, which have a serious guiding effect in the field of marketing and economy. In this study, hyperbolic discounting, which is widely used in the field of marketing, and the tendency of endowment, which is one of the basic basis of behavioral economics, are tried to be explained with examples. Besides, it is aimed to examine the free trial experience, which is a common example of both hyperbolic discounting and endowment tendencies. Her bireyin farklı kişilik özelliklerinin yanı sıra farklı psikolojik önyargılara da sahip olduğu bilinmektedir. Bu bilişsel önyargılar, bireylerin tüketim alışkanlıklarından yatırım tercihlerine kadar pek çok satın alma ve ekonomik kararda etkili olmaktadır. Bireylerin verdiği her karar mantıklı, doğru ya da isabetli olmayabilir. Akılcı olmayan seçim, karar ve davranışlarımızın temelde nedeni olarak kabul edilen biyolojik faktörlerin dışında, etkilendiğimiz birçok çevresel ve psikolojik faktörler vardır. Bunlardan biri de, bazen son derece kötü sonuçlara sebep olacak kararlar almamıza neden olan önyargılarımız ve eğilimlerimizdir. Öte yandan, mantıksız kararlarımızın nedenlerini anlar ve sonuçlarını iyi analiz edersek, pazarlama ve ekonomi alanında ciddi bir yol gösterici etkisi olan bilişsel önyargılarımızın bize kurduğu tuzaklardan kurtulma şansı yakalayabiliriz. Bu çalışmada pazarlama alanında yaygın olarak kullanılan hiperbolik indirgeme ve davranışsal iktisadın temel önyargılarından biri olan sahiplenme eğilimi örneklerle açıklanmaya çalışılmıştır. Ayrıca, hem hiperbolik indirgeme hem de sahiplenme eğilimlerinin ortak örneği olan ücretsiz deneme deneyiminin incelenmesi amaçlanmaktadır.

Anahtar Kelimeler:

Hyperbolic Discounting , , Endowment Tendency, Behavioral Marketing, Decision Making in Marketing

Discloure Of Free Trial experience Via Hyperbolic Discounting And Endowment Tendencies

Keywords:

Hyperbolic Discounting,

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URL-2: https://neilpatel.com/blog/hyperbolic-discounting/ (08.02.2023)