The Effects of Consumption Goals and Assortment on Cross-Price Sensitivity

Kiwan Park, Seoul National University, South Korea
Joonkyung Kim, Seoul National University, South Korea
We propose that activating a consumption goal makes people more sensitive to the price discounts of competing products in the same goal-derived category as the target product. Also, we propose that when one of two products is on sale, including a third option that highlights the similarity of the first two options would make people more sensitive to the price discount.
[ to cite ]:
Kiwan Park and Joonkyung Kim (2012) ,"The Effects of Consumption Goals and Assortment on Cross-Price Sensitivity", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1129-1129.