Low-Asking Heightens Demand and High-Asking Lowers Demand

A series of experiments demonstrate that asking buyers to think about their consumption quantity in a short period increases purchase quantity, whereas asking them to think about it in a long period decreases it. The research also identifies the theoretical boundary between this effect and the standard anchoring effect.


Zoe Lu and Christopher Hsee (2015) ,"Low-Asking Heightens Demand and High-Asking Lowers Demand", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 90-94.


Zoe Lu, University of Wisconsin - Madison, USA
Christopher Hsee, University of Chicago, USA


NA - Advances in Consumer Research Volume 43 | 2015

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