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.



Citation:

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.

Authors

Dan R. Schley, Erasmus University Rotterdam, The Netherlands



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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