It’S Absolutely Relative: on the Processing of Absolute and Relative Differences
Quantitative differences can be described per their absolute difference (e.g., $10 off) or their relative difference (e.g., 10% off of $100). This research tests two opposing accounts regarding how consumers use these two modes of information, and a number of moderating factors.
Dan R. Schley (2017) ,"It’S Absolutely Relative: on the Processing of Absolute and Relative Differences", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 336-340.
Dan R. Schley, Erasmus University Rotterdam, The Netherlands
NA - Advances in Consumer Research Volume 45 | 2017
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(Joyce) Jingshi Liu, Hong Kong University of Science and Technology
Amy Dalton, Hong Kong University of Science and Technology
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Johann Melzner, New York University, USA
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