Home
About
Aims and Scope
Editorial Board
Submit
Archive
Search
Announcement
|
Journal of Economic Theory and Econometrics
Journal of the Korean Econometric Society
Influences of Reciprocity on a Consumer Boycott in an Experiment
Vol.31, No.4, December 2020, 41–68
|
|
Dooseok Jang
(The University of Ulsan)
|
|
|
|
Abstract
By conducting a boycott experiment, this paper studied whether the reciprocity of consumers affects boycott decision. The boycott experiment is a two-stage post-offer market game, in which a seller first decides an asking price and then consumers decide to purchase goods after observing the asking price. To find the effect of reciprocity on consumer's purchase decision, the level of information provided to the consumers corresponding to the previous asking price and another consumer's boycott history, on average, was modified. Consequently, the sellers lowered the asking price with the belief that disclosing additional information about their previous profit fractions decreases the consumer's purchase frequency. Moreover, consumers' purchase frequency is affected by both the given value of the goods and the asking price, but not by the different levels of information provided. Therefore, the consumers appear to have no reciprocity preferences on a boycott.
|
Keywords
Consumer Boycott, Reciprocity, Experiment, Instrumental Motive, Expressive Motive |
JEL classification codes
D12, D90, C91 |
|
Links
KCI
KES
SCOPUS
MathJax
|