Only "$20 More": Additional Price Framing Increases the Choice of Upgraded Products and Services
We show that upgraded products are more popular when presented using Additional Price Framing ("for $20 more") rather than Inclusive Framing ("for $60 total"), because people focus on the smaller price value when judging expensiveness. This effect is restricted to pricing contexts and is robust to several variations.
Thomas Allard, David Hardisty, and Dale Griffin (2018) ,"Only "$20 More": Additional Price Framing Increases the Choice of Upgraded Products and Services", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 328-332.
Thomas Allard, Nanyang Technological University, Singapore
David Hardisty, University of British Columbia, Canada
Dale Griffin, University of British Columbia, Canada
NA - Advances in Consumer Research Volume 46 | 2018
A Meta-Analysis on the Endowment Effect in Experiments
DANIEL SUN, University of Calgary, Canada
Visual Perceptual Research in Marketing
Kevin L. Sample, University of Georgia, USA
Henrik Hagtvedt, Boston College, USA
S. Adam Brasel, Boston College, USA
D12. Future Decisions and Temporal Contiguity Cues: When Absence of Temporal Contiguity Cues Increases Online Reviews’ Persuasiveness.
Francesco Zanibellato, Ca' Foscari University, Venice, Italy