Game Theory Framework Provides Insight into Consumer Behavior
Min Ding argues for a game-theoretic framework even when strategies and outcomes are confined to the same individual (see the article "A Theory of Intraperson Games" in the April 2007 JM issue). In other words, such a game does not involve multiple players, but multiple selves of one player.
The concept advanced is intriguing. Ding proposes a theory of intraperson games (TIG) and draws on psychological, psychiatric, and artificial intelligence domains for supportive rationales. This theory posits two types of intrapersonal game players: the efficiency agent and the equity agent. Ding also provides an empirical application of TIG to variety-seeking behavior. Finally, he offers thought-provoking ideas for additional research.
This article raises interesting questions about consumers' decision-making behaviors. For example, consider widely accepted notions that (1) personality traits are invariant over time and (2) key individual difference variables capture stable elements of consumer heterogeneity. If a strong personality trait in an individual implies the consistent dominance over time of one self over others, do intraperson games work less well for that individual? Similarly, if different consumers have different (but stable) levels of an important enduring characteristic that defines their self-identities, what are the implications for predicting strategies and outcomes of intrapersonal games within each consumer?
I am sure JM readers will have many additional thoughts and insights to share about this article. I welcome readers to join this blog discussion thread.
By Siva K. Balasubramanian, Journal of Marketing Web Site Editor
