Ofer Azar
Ofer Azar is a researcher and author of the 2011 Judgment and Decision Making paper on relative thinking in consumer choice between differentiated goods and services.
Who they are
The work of Ofer Azar reaches this site through the paper listed below. The name is tied to Relative Thinking.
Key papers
Azar, O. H. (2011). Relative thinking in consumer choice between differentiated goods and services and its implications for business strategy. Judgment and Decision Making, 6(2), 176-185. What it reports: 415 university students, four scenarios (laptop, grocery shop, bicycle, flight) each with low and high price versions, high three times low. Quality difference valued more when the good cost more in all four; mean valuation ratios 3.25, 2.67, 3.26, 2.19. Full relative thinking for laptop, groceries and bicycle; partial for the flight.
Key ideas
Relative Thinking: Judging a saving or a price difference as a share of the price, not as a sum of money.
Sources
- Azar, O. H. (2011). Relative thinking in consumer choice between differentiated goods and services and its implications for business strategy. Judgment and Decision Making, 6(2), 176-185.