Buying Daily Pleasure With Daily Payments: Narrow Framing Favors Scope Insensitive Accounts
We propose and find that “pennies-a-day” pricing is not limited to small expenses, but instead increases willingness to purchase whenever consumers are less sensitive to marginal increases in benefits than to marginal increases in costs. We present results from a series of experiments testing the implications of this framework.
Stephen A. Atlas and Daniel Bartels (2011) ,"Buying Daily Pleasure With Daily Payments: Narrow Framing Favors Scope Insensitive Accounts", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 249.
Stephen A. Atlas, Columbia University, USA
Daniel Bartels, Columbia University, USA
NA - Advances in Consumer Research Volume 39 | 2011
System Justification and the Preference for Atavistic Products
Minju Han, Yale University, USA
George Newman, Yale University, USA
E11. Influence of ethical beliefs and trust on purchase decisions: The moderating effect of involvement
Marija Banovic, Aarhus University
Athanasios Krystallis, Athens University of Economics and Business, Greece
How Numeric Roundness Influences Probability Perceptions
Julio Sevilla, University of Georgia, USA
Rajesh Bagchi, Virginia Tech, USA