The Quality Versus Quantity Trade-Off: a Dual-Risk Account For How Choices For the Self Versus Others Differ
Consumers commonly make tradeoffs between quality and quantity, yet little is understood about this tradeoff. Four studies show that consumers choosing for other (vs. self) were less likely to choose quantity over quality because usage risk and social risk were higher when choosing quantity over quality for others.
Peggy Liu and Ernest Baskin (2017) ,"The Quality Versus Quantity Trade-Off: a Dual-Risk Account For How Choices For the Self Versus Others Differ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 112-116.
Peggy Liu, University of Pittsburgh, USA
Ernest Baskin, St. Joseph's University, USA
NA - Advances in Consumer Research Volume 45 | 2017
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