The Effects of Consumption Goals and Assortment on Cross-Price Sensitivity

We propose that activating a consumption goal makes people more sensitive to the price discounts of competing products in the same goal-derived category as the target product. Also, we propose that when one of two products is on sale, including a third option that highlights the similarity of the first two options would make people more sensitive to the price discount.



Citation:

Kiwan Park and Joonkyung Kim (2012) ,"The Effects of Consumption Goals and Assortment on Cross-Price Sensitivity", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1129-1129.

Authors

Kiwan Park, Seoul National University, South Korea
Joonkyung Kim, Seoul National University, South Korea



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

A5. Trusting the Tweeting President: Inside the Donald's reality: Gaslighting, pschometrics and social media

Dianne Dean, University of Hull
Fiona Walkley, Hull University Business School
Robin Croft, Brunel University

Read More

Featured

Finding Happiness in Meaning and Meaning in Happiness: Where, When, and For Whom Happiness and Meaning Converge

Rhia Catapano, Stanford University, USA
Jordi Quoidbach, ESADE Business School, Spain
Cassie Mogilner, University of California Los Angeles, USA
Jennifer Aaker, Stanford University, USA

Read More

Featured

Dancing with Commercialism: Emphasizing Dramatism to Persuade

Yuxin Bai, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Hayley Cocker, Lancaster University, UK

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.