The Impact of Price and Size Comparisons on Consumer Perception and Choice

We suggest that the value difference between two product options is perceived as a pure change when they differ in package size, whereas it is perceived as an incremental change when they differ in price. Consumers perceive a larger value difference when comparing products on package size than on price.



Citation:

Jun Yao, Harmen Oppewal, and Yongfu He (2018) ,"The Impact of Price and Size Comparisons on Consumer Perception and Choice", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 870-870.

Authors

Jun Yao, Macquarie University, Australia
Harmen Oppewal, Monash University, Australia
Yongfu He, Monash University, Australia



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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