Will I Get My Money’S Worth? Inferring Product Value Based on Predictions About Relative Use

Rebecca Hamilton, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA
Debora Thompson, Georgetown University, USA
When considering a new product, will consumers be more likely to purchase if they think about using it every day or if they think about using it every week? We show that consumers who use a high-frequency scale to report how often they would use a product are actually less interested in purchasing it than those who use a low-frequency scale, even though they report higher absolute frequencies. Similarly, advertising a product as appropriate for weekly as opposed to daily use leads to lower absolute predictions about frequency of use but higher subjective frequency of use and higher purchase intentions.
[ to cite ]:
Rebecca Hamilton, Rebecca Ratner, and Debora Thompson (2010) ,"Will I Get My Money’S Worth? Inferring Product Value Based on Predictions About Relative Use", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 183-186 .