Biased Tariff Choices: Exploring Role Effects in B to B Settings

Purpose: The authors examine whether motivational and cognitive causes that explain tariff choice biases in business-to-consumer (B2C) settings also hold in business-to-business (B2B) markets. Opposed to prior B2C research that is dominated by individual decision making, the study proposes role effects in buying centers influence the exploration of tariff choice and tariff choice biases in B2B settings.

Originality: A rich body of research into biased tariff choices, especially flat-rate biases, exists for B2C markets, yet a dearth of research marks tariff choice behavior in B2B settings. This study is the first one on tariff choice especially dedicated to B2B settings.

Methodology and Findings: The findings from transactional and survey data pertaining to a mobile phone service provider reveal that tariff choice biases also occur in B2B markets. Seventy-nine percent of all tariff choices among decision makers are biased; 73 percent are due to the flat-rate bias. The (mis-)judgment effect, the insurance effect, and the convenience effect significantly influence tariff choice and the flat-rate bias.

Research Implications: The authors provide a flowchart of strategies that structures the practical implications. Based on this flowchart, they propose that mobile phone service providers should undertake a flat-rate preference strategy, because B2B customers may accept the flat-rate bias to profit from the insurance effect. The authors argue that following a flat-rate preference strategy is advisable, because turnover can be protected entirely while the vulnerability of that strategy is low.