The objective of this lab study was to determine the elasticity of demand for desserts when the respondents were given $10 in cash and told they could spent it on any item of their preference. The third study, also a Cafe-based lab experiment, was based on a recruited base of 229 undergraduates in the 19- to 28-year-old age group with a monthly income of $1,000 or less.(Bagchi, Block, 2011). All three studies had data captured using observation and also self-reporting by respondents. Researchers also observed trade-offs the respondents made in selecting one dessert over another.
The results showed that when the respondents had more cash, they opted for the higher-calorie and more extravagant desserts. When they were using debit cards (even in simulations without their own funds) they chose the healthier, lower-cost fruit bowls (Bagchi, Block, 2011). When the respondents were given additional cash in a cafe setting they also opted for the more decadent desserts, proving the hypothesis of the researchers that when respondents have cash they often will opt for the more luxurious, decadent desserts regardless of calories. Calories become secondary to seeing the dessert as a reward (Bagchi, Block, 2011).
There are several significant shortcomings of this research. First, the respondents are undergraduates in two of the three studies and often don't have discretionary funds to purchase more decadent desserts. Clearly when they have an extra ten dollars they are going to spent it on an item they typically cannot afford. Second, sampling bias is rampant in this study and respondent bias is as well, as it is clearly the case the researchers want to test the elasticity of demand and preference for desserts. The respondents may be attempting to please the researcher by choosing the dessert. Third, the debit card purchases of healthy products also signal the respondents believe they must choose healthy items as the perception of purchases being tracked with this form of payment exists.
Discussion
The aggregated lessons learned from these four studies suggest that consumers don't behave as logically or predictably as many studies suggest. It is contrary to popular belief that consumers won't automatically choose aspirational brands for example, or that consumers with debit cards purchase healthier desserts over the more decadent ones. There...
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