Book chapter
When More is Less: Base Value Neglect and Consumer Preferences for Changes in Price and Quantity
The Sustainable Global Marketplace, pp.485-485
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer International Publishing
2015
DOI: 10.1007/978-3-319-10873-5_282
Abstract
In a series of studies, we document an advantage in sales volume for a bonus pack relative to an economically equivalent price discount. We provide evidence that consumers’ preferences for quantity changes (including bonus packs and quantity decreases) are due to their tendency toward neglecting the base value of percentages.
Details
- Title: Subtitle
- When More is Less: Base Value Neglect and Consumer Preferences for Changes in Price and Quantity
- Creators
- Haipeng (Allan) Chen - Texas A&M UniversityHoward Marmorstein - Center for Independent LivingMichael Tsiros - Center for Independent LivingAkshay R. Rao - University of Minnesota
- Resource Type
- Book chapter
- Publication Details
- The Sustainable Global Marketplace, pp.485-485
- Publisher
- Springer International Publishing; Cham
- Series
- Developments in Marketing Science: Proceedings of the Academy of Marketing Science
- DOI
- 10.1007/978-3-319-10873-5_282
- eISSN
- 2363-6173
- ISSN
- 2363-6165
- Language
- English
- Date published
- 2015
- Academic Unit
- Marketing
- Record Identifier
- 9984618518002771
Metrics
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