“Wanna Supersize That?” Consumers’ Choice of Superior Options

This research provides a clarification of the consumer’s decision process underlying an upsell choice and answers the question of when and why consumers decide in favor of a superior option. It shows that consumers’ choice depends upon initial cognitive effort investments and the framing of the upsell arguments.



Citation:

Wibke Heidig, Daniel Wentzel, and Torsten Tomczak (2014) ,"“Wanna Supersize That?” Consumers’ Choice of Superior Options", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 508-509.

Authors

Wibke Heidig, SRH International Management University Berlin, Germany
Daniel Wentzel, RWTH Aachen University, Germany
Torsten Tomczak, University of St. Gallen, Switzerland



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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