“Wanna Supersize That?” Consumers’ Choice of Superior Options

Wibke Heidig, SRH International Management University Berlin, Germany
Daniel Wentzel, RWTH Aachen University, Germany
Torsten Tomczak, University of St. Gallen, Switzerland
This research provides a clarification of the consumer’s decision process underlying an upsell choice and answers the question of when and why consumers decide in favor of a superior option. It shows that consumers’ choice depends upon initial cognitive effort investments and the framing of the upsell arguments.
[ to cite ]:
Wibke Heidig, Daniel Wentzel, and Torsten Tomczak (2014) ,"“Wanna Supersize That?” Consumers’ Choice of Superior Options", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 508-509.