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.
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.
Jun Yao, Macquarie University, Australia
Harmen Oppewal, Monash University, Australia
Yongfu He, Monash University, Australia
NA - Advances in Consumer Research Volume 46 | 2018
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