Irrationality of consumer choice and the effect of nudging decision-making: A field experiment on tipping

• Název práce v češtině: Iracionalita spotřebitele a dopad intervencí na rozhodování: Experiment na rozhodování o výši spropitného
• Název v anglickém jazyce: Irrationality of consumer choice and the effect of nudging decision-making: A field experiment on tipping
• Klíčová slova: Iracionalita, rozhodování, spropitné, restaurace, intervence, experimentální ekonomie
• Klíčová slova anglicky: Irrationality, decision making, tipping, restaurant, nudges, experimental economics
• Akademický rok vypsání: 2013/2014
• Typ práce: diplomová práce
• Jazyk práce: angličtina
• Ústav: Institut ekonomických studií (23-IES)
• Vedoucí / školitel: PhDr. Václav Korbel, Ph.D.
• Řešitel: skrytý - zadáno vedoucím/školitelem
• Datum přihlášení: 20.06.2014
• Datum zadání: 20.06.2014
• Datum a čas obhajoby: 10.02.2016 00:00
• Místo konání obhajoby: IES
• Datum odevzdání elektronické podoby: 04.01.2016
• Datum proběhlé obhajoby: 10.02.2016
• Oponenti: doc. PhDr. Martin Gregor, Ph.D.

Seznam odborné literatury

Ariely, D. (2008): “Predictably irrational: The hidden forces that shape our decisions.” New York, N.Y: HarperCollins Publishers.
Bolle, F., & Otto, P. E. (2010): “A Price Is a Signal: on Intrinsic Motivation, Crowding out, ‐ and Crowding‐in.” Kyklos 63(1): pp. 9-22.
Castleman, B. L., & Page, L. C. (2014). “Summer nudging: Can personalized text messages and peer mentor outreach increase college going among low-income high school graduates?.” Journal of Economic Behavior & Organization.
Frey, B. S. (1994): “How intrinsic motivation is crowded out and in.” Rationality and society 6(3): pp. 334-352.
Goldstein, D. G., Johnson, E. J., Herrmann, A., & Heitmann, M. (2008): “Nudge your customers toward better choices.” Harvard Business Review 86(12): pp. 99-105.
Gueguen, N., Legoherel, P. (2000): “Effect on tipping of barman drawing a sun on the bottom of customers' checks.” Psychological Reports 87: pp. 223-226.
Haug, A., & Busch, J. (2014): “Framework of Ethical Nudges in the Design of Consumer Goods.” In Proceedings of Design Research Society’s 2014 Conference: pp. 1558-1570.
Jacob, C., Guéguen, N., Ardiccioni, R., & Sénémeaud, C. (2013): “Exposure to altruism quotes and tipping behavior in a restaurant.” International Journal of Hospitality Management 32: pp. 299-301.
John, P. (2011): “Nudge, nudge, think, think : experimenting with ways to change civic behaviour.” London: Bloomsbury Academic.
Kahneman, D. (2011): “Thinking, fast and slow.” New York: Farrar, Straus and Giroux.
Lavecchia, A. M., Liu, H., & Oreopoulos, P. (2014): “Behavioral economics of education: Progress and possibilities (No. w20609).” National Bureau of Economic Research.
Rind, B. and Bordia, P. (1995): “Effect of Server's “Thank You” and Personalization on Restaurant Tipping.” Journal of Applied Social Psychology 25: pp. 745–751.
Rind, B. and Strohmetz, D. (1999): “Effect on Restaurant Tipping of a Helpful Message Written on the Back of Customers' Checks.” Journal of Applied Social Psychology 29: pp. 139–144.
Seiter, J. S. (2007): “Ingratiation and Gratuity: The Effect of Complimenting Customers on Tipping Behavior in Restaurants.” Journal of Applied Social Psychology 37 (3): pp. 478-485.
Strohmetz, D. B., Rind, B., Fisher, R., & Lynn, M. (2002): “Sweetening the till: The use of candy to increase restaurant tipping.” Journal of Applied Social Psychology 32(2): pp. 300-309.
Thaler, R. H., & Sunstein, C. R. (2009): “Nudge: improving decisions about health, wealth, and happiness.” New York, Penguin Books. ISBN 978-014-3115-267.
Oullier, O., Cialdini, R., Thaler, R. H., & Mullainathan, S. (2010): “Improving public health prevention with a nudge.” Economic Perspectives 6(2): pp. 117-36.
York, B. N., & Loeb, S. (2014): “One Step at a Time: The Effects of an Early Literacy Text Messaging Program for Parents of Preschoolers (No. w20659).” National Bureau of Economic Research.

Předběžná náplň práce

1. Úvod a motivace: Co je behaviorální ekonomie a proč se jí potřebujeme zabývat.
2. Behaviorální zkreslení: Popis různých typů zkreslení a popis iracionálního chování.
3. "Crowding" efekt a jeho vliv na vnitřní a vnější motivaci.
4. Popis případových studií a experimentů zkoumajících iracionální chování spotřebitelů.
5. "Nudges" neboli intervence ovlivňující lidské rozhodování.
6. Experiment ohledně výše spropitného (analýza předchozích experimentů, popis mého experimentu včetně jeho průběhu a výsledků)
7. Závěr

Předběžná náplň práce v anglickém jazyce

1. Introduction and motivation: What is behavioral economics about and why we need to pay close attention to it.
2. Behavioral biases: I will describe numerous behavioral biases that make us react irrationally.
3. Crowding effects: I will introduce how intrinsic motivation can be crowded in/out with respect to monetary incentives I will also illustrate possible extrinsic and intrinsic motivations.
4. Case studies: I will give examples of other relevant case studies and show significant impact of irrational people's reactions on the preference in consumer choice. I will also demonstrate how appropriate interventions changes individual's preferences through their irrational behavior.
5. Nudges: I will explain how to change the outcome of irrational behavior through the nudge theory.
6. Empirical analysis – experiment on tipping:
◦ I will present some previous researches on tipping in restaurants and explain the motivation for constructing my experiment.
◦ I will introduce my experiment with detailed description of its single steps.
◦ I will interpret the results and compare its consequences with the hypotheses stated before.
◦ I will discuss the welfare analysis of the experiment and its potential profitability.
7. Conclusion: I will summarize