Demand Shifts Due to Salience Effects: Experimental Evidence
通过实验室实验，检验了显著性理论的两个独特预测：预期价格水平上升会促使需求转向高价高质量产品，且预期高价下的高质量产品需求大于意外高价下的需求。
We conduct a laboratory experiment that tests two fundamental predictions unique to salience theory. If an agent purchases one of two vertically differentiated products, salience theory makes the following two distinct predictions. First, it hypothesizes that a higher expected price level for both products shifts demand toward the more expensive, high-quality product. Second, it predicts that demand for the high-quality product is larger if the price level is expectedly high than if it is unexpectedly high. In our experiment, subjects purchased fast or slow Internet access at different price levels. Our results strongly support both predictions of salience theory.