Effect of pricing conditions on preference reversals by business students and managers

Abstract

54 undergraduate business students and 54 managers were given probabilities of success and failure and amounts of profit and loss in a simulated marketing task and asked to make a series of choices about which of 2 products to market and to set a price to buy or sell the patent to each product. Findings show that all Ss made significantly more preference reversals in the sell than the buy pricing condition. (6 ref) (PsycInfo Database Record (c) 2025 APA, all rights reserved)