| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 98 === Customers have different explanation because their thinking process. Give an example, customers have cheap or expensive feelings for the same price-promotions. Exploring the reason is that using the heuristics mental simulation. The mental simulation can be used as a heuristic for estimating probabilities or assessing causality. (Kahneman and Tversky, 1982) Hence, it is necessary to comprehend the concept of mental simulation clearly through the viewpoint of heuristics. Therefore, this study tries to understand the impact of mental simulation on perceived value by discounts and cuts(between-subject), with 10% and 50% discount rate (within-subject). There are 124 subjects. Using the repeated measures and covariates in this study. Generalizing the results of this study is that (1) In generally speaking, it will lead customers through the mental simulation’s process-based or outcome-based to explanation the price-promotions situation. This study proves that the heuristics moderating effect on perceived value. (2) The situation of high discount rate and price discounts produced highest perceived value, but the least perceived value is in low discount rate and price cuts.
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