Home | english  | Impressum | Datenschutz | Sitemap | KIT

How are impulsive purchase triggered? Designing an experimental concept to study impulsive decision making

How are impulsive purchase triggered? Designing an experimental concept to study impulsive decision making
Forschungsthema:How are impulsive purchase triggered? Designing an experimental concept to study impulsive decision making
Typ:Bachelorarbeit, Masterarbeit
Datum:sofort
Betreuer:

Dr. Verena Dorner

Although the act of purchase is often depicted as a process moved by a purely cognitive motive performed by rational agents, research studies have often highlighted the existence of deviances from the rational choice model. In specific situations, consumers may show the tendency to act on a whim or impulsive urges adopting behaviours characterized by bounded forethought or absence of preplanning. Today internet-enabled platforms offer greater accessibility and convenience to consumers to purchase products or services as soon as impulsive urges to buy arise. Consequent higher product return rates attributable either to consumer regret or purchase miscalculations bear significant impact on financial returns and logistics costs in digital marketplaces.
Our research group aims at better understanding how such behavioural dynamics might be triggered and measured in an experimental setting. Specifically, the proposed MSc. thesis is aimed at exploring potential experimental designs both in terms of a controlled laboratory environment and as a field experiment. The applicant should design a conceptual experiment considering output measures (e.g. behavioural responses, neurophysiological activations, etc.), controlled variables (e.g. personality traits, socio-cultural factors, demographics), incentive schemes and the predefined set of experimental tasks involved.  
The Master thesis is expected to be grounded in the field of experimental economics and involves an initial literature search, followed by a conceptualisation of feasible research hypotheses supporting a potential structured investigation. Depending on the interests of the master candidate, the focus of the thesis may lie on literature research, experimental design and programming, or data analysis.

This thesis is part of an ongoing collaboration with Politecnico di Milano and will include communication with researchers and students in Milan. Good communication skills and fluently spoken English will be an advantage.

Please email verena.dorner@kit.edu for more information.