The Impact of Meaningless Differentiation on Inaction Inertia
Customers often exhibit inaction inertia and turn down taking advantage of a good price discount on a product if it is not as good as a previously foregone deeper discount. In this paper, we show that the addition of a trivial attribute to the current product is sufficient to mitigate inaction inertia and restore purchase likelihood. However, the subtraction of a trivial attribute from the current product when it was offered with the foregone product does not exacerbate inaction inertia. We suggest that trivial attributes can be used in conjunction with price changes to maintain purchase likelihood across promotion cycles.
Piyush Kumar (2009) ,"The Impact of Meaningless Differentiation on Inaction Inertia", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 384-384.
Piyush Kumar, University of Georgia, USA
AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009
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