A Cognitive Model of People's Usage Estimations
作者研究了消费者在购买决策中如何预估产品使用量，并构建了一个描述性模型。该模型聚焦于消费者在“无限量包月”和“按次付费”之间的选择过程，解释了为何消费者习惯性高估使用量，从而认为包月更划算。这种误判取决于用户对使用量范围的感知。研究基于认知过程，涉及营销、决策和计算机科学等领域的交叉。
The author explores how consumers anticipate product or service usage during the purchase deliberation and develops a descriptive model of the decision process in which consumers integrate their usage expectations into the choice between paying a flat fee for unlimited access or paying per use. The model helps explain why consumers habitually overestimate the likelihood of using enough to justify the flat fee and how this misperception depends on the perceived range of usage anticipated by the user.