“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.


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.


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


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


Self-Deprecation Signals Humility, but Not as Much as Self-Deprecators Assume

Clayton R Critcher, University of California Berkeley, USA
Michael O'Donnell, University of California Berkeley, USA
Minah Jung, New York University, USA

Read More


Analyzing the Perception of experiential luxury consumption of millennials on instagram: A new methodological approach

Marina Leban, ESCP Europe, France
Matthias Plennert, Friedrich-Alexander Universität Erlangen-Nürnberg

Read More


M1. How Rewarding is Your Rewards Program? Experiential vs. Material Rewards

Ayalla Ruvio, Michigan State University, USA
Farnoosh Khodakarami, Michigan State University, USA
Clay Voorhees, Michigan State University, 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.