Sensitivity to Price Changes: a Study Within the Prospect Theory

Prospect theory assumes that people derive utility from the perspective of gain or loss. We present two experiments that show that consumers are more price sensitive when they provide the price that would discourage them from the purchase in comparison with the price that they would accept



Citation:

Andrzej Falkowski, Robert Mackiewicz, and Nina Chrobot (2016) ,"Sensitivity to Price Changes: a Study Within the Prospect Theory", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 730-730.

Authors

Andrzej Falkowski, SWPS University of Social Science and Humanities, Warsaw, Poland
Robert Mackiewicz, SWPS University of Social Science and Humanities, Warsaw, Poland
Nina Chrobot, SWPS University of Social Science and Humanities, Warsaw, Poland



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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