Consumer Responses to Simultaneous Changes in Price and Quantity: Do Direction and Magnitude Matter?

This research studies how consumers perceive retail price and package quantity changes when both change in the same direction simultaneously. Three experimental studies provide convergent evidence that regardless of the magnitude of changes, consumers prefer simultaneous decreases over simultaneous increases. This effect is moderated by the presence of unit prices.



Citation:

Jun Yao, Harmen Oppewal , and Yongfu He (2013) ,"Consumer Responses to Simultaneous Changes in Price and Quantity: Do Direction and Magnitude Matter?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Jun Yao, Monash University, Australia
Harmen Oppewal , Monash University, Australia
Yongfu He, Monash University, Australia



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

Consumer Identity in the Flesh: Lactose Intolerance and the Erupting Body

Kushagra Bhatnagar, Aalto University, Finland
Jack Tillotson, Liverpool John Moores University
Sammy Toyoki, Aalto University, Finland

Read More

Featured

When Disadvantage Is an Advantage: Benevolent Partiality in Consumer Donations

Gabriele Paolacci, Erasmus University Rotterdam, The Netherlands
Gizem Yalcin, Erasmus University Rotterdam, The Netherlands

Read More

Featured

Changing the World, One Word at a Time: The Effect of Font Size on Prosocial Intention

Rima Touré-Tillery, Northwestern University, USA
Ayelet Fishbach, University of Chicago, USA

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.