To Revive the Economy, Shrink the Dollar Bill!

The present research hypothesizes that the size of coupon, token, and other medium forms influences peoples’ willingness to pay controlling for the objective purchasing value. Furthermore, when sizes of tokens relatively correspond with their values, people show the least willingness to pay than when tokens of different values are made the same size (or when value and size reversely correspond). These effects are supported by a series of studies in both hypothetical and real consumption context.


li zhang, Adelle Xue Yang, ye Zhang, and yiwen zhang (2011) ,"To Revive the Economy, Shrink the Dollar Bill! ", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: .


li zhang, Fall 2011 Ph.D. applicant, China
Adelle Xue Yang, University of Chicago, USA
ye Zhang, Duke University, USA
yiwen zhang, shanghai Jiao Tong University


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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