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



Share Proceeding

Featured papers

See More

Featured

F5. Alternative Food Consumption (AFC) Adoption and Low SES Youth Food Well-Being: From Precontemplation to Maintenance

Wided Batat, American University Beirut

Read More

Featured

Out of Your League: Women’s Luxury Products as Signals to Men

Yajin Wang, University of Maryland, USA
Vladas Griskevicius, University of Minnesota, USA
Qihui Chen, Peking University

Read More

Featured

What’s Your Construct? Exploring the Different Definitions and Operationalizations of Scarcity

Kelly Goldsmith, Vanderbilt University, USA
Rebecca Hamilton, Georgetown University, USA
Caroline Roux, Concordia University, Canada
meng zhu, Johns Hopkins University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.