The Effect of the Change-Matching Heuristic on Consumer Purchase Decision Making

Yin-Hui Cheng, National Taichung University of Education, Taiwan
Chia-Jung Chang, National Chung Cheng University, Taiwan
Shih-Chieh Chuang, National Chung Cheng University, Taiwan
Che-Hung Lin, Cheng Shiu University, Taiwan
Based on the perspective of processing fluency, this study demonstrates the “change-matching heuristic” whereby people select a choice option that matches the amount of change in their wallets with the price of a product. Besides, the compromise effect and the attraction effect will weaken the influence of the change-matching heuristic.
[ to cite ]:
Yin-Hui Cheng, Chia-Jung Chang, Shih-Chieh Chuang, and Che-Hung Lin (2012) ,"The Effect of the Change-Matching Heuristic on Consumer Purchase Decision Making", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1129-1129.