The Quantity Integration Effect: Integrating Purchase and Quantity Decisions Increases Sales By Providing Closure
Customers making online purchases must decide not only whether to purchase, but also what quantity to purchase, often sequentially. In 22 studies with over 13,000 observations, we find that guiding customers to reach both decisions simultaneously increases purchase likelihood substantially (40%), an effect driven by cognitive closure.
Kristen Duke and On Amir (2018) ,"The Quantity Integration Effect: Integrating Purchase and Quantity Decisions Increases Sales By Providing Closure", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 242-246.
Kristen Duke, University of California San Diego, USA
On Amir, University of California San Diego, USA
NA - Advances in Consumer Research Volume 46 | 2018
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