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
Public Discourse and Cultural Valorization in the Cancer Marketplace
Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA
Benét DeBerry-Spence, University of Illinois at Chicago, USA
Søren TOLLESTRUP ASKEGAARD, University of Southern Denmark, Denmark
Sonya Grier, American University, USA
Making Sense of Spontaneity: In-The-Moment Decisions Promote More Meaningful Experiences
Jacqueline R. Rifkin, Duke University, USA
Keisha Cutright, Duke University, USA
Narrow Algorithmic Searches Perpetuate Bias
Eugina (Wai Lun) Leung, Erasmus University Rotterdam, The Netherlands
Oleg Urminsky, University of Chicago, USA