Consumer Responses to Simultaneous Changes in Price and Quantity: Do Direction and Magnitude Matter?

Jun Yao, Monash University, Australia
Harmen Oppewal , Monash University, Australia
Yongfu He, Monash University, Australia
This research studies how consumers perceive retail price and package quantity changes when both change in the same direction simultaneously. Three experimental studies provide convergent evidence that regardless of the magnitude of changes, consumers prefer simultaneous decreases over simultaneous increases. This effect is moderated by the presence of unit prices.
[ to cite ]:
Jun Yao, Harmen Oppewal , and Yongfu He (2013) ,"Consumer Responses to Simultaneous Changes in Price and Quantity: Do Direction and Magnitude Matter?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.