Mekanisme Psikologis Keputusan Konsumen Berdasarkan Prospek Teori
Keywords:
prospect theory, loss aversion, framing effect, consumer behavior, mental accounting, endowment effect, status quo biasAbstract
Prospect theory offers a descriptive alternative to expected utility theory for understanding real consumer behavior. Three main components reference dependence, loss aversion, and diminishing sensitivity explain anomalies in consumer choice. Loss aversion where losses feel twice as painful as equivalent gains explains why free trials, money back guarantees, and status quo bias effectively retain customers. Framing effects demonstrate that semantically equivalent messages produce different consumer responses depending on whether presented as gains or losses. Mental accounting shows consumers treat money as non fungible, spending bonuses more easily than salary income. The non linear decision weight function explains over weighting of small probabilities driving extended warranty purchases and under weighting of large probabilities reducing annuity demand. Endowment effect makes consumers value products they already own more highly than identical products they do not own. Status quo bias causes consumer inertia and brand loyalty even when objectively better alternatives exist. Applications in subscription pricing, contract design, and loyalty programs have proven effective across industries. Ethical concerns about consumer manipulation and cross cultural differences in loss aversion require careful attention. The paper integrates experimental findings from Kahneman and Tversky with consumer behavior literature, providing practical guidelines for pricing, promotion, and communication strategy.
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