P11. a Price Premium on a Trivial But Weak Preferred Attribute Increase Choice: the Roles of Scarcity, Arousal and Perceived Risk
We add to extant research on trivial attribute by addressing a“small price premium effect”on choice and providing a psychological mechanism. Results showed that a small price premium on a trivial attribute increases choice share of weak preferred options. Large price premium eliminates this kind of effect. Underlying mechanisms were explored.
Yueyan Wu, Chunyan Xie, Zhi Yang, and Luluo Peng (2018) ,"P11. a Price Premium on a Trivial But Weak Preferred Attribute Increase Choice: the Roles of Scarcity, Arousal and Perceived Risk", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 934-934.
Yueyan Wu, Hunan University, China
Chunyan Xie, Western Norway University of Applied Sciences
Zhi Yang, Hunan University, China
Luluo Peng, Hunan University, China
NA - Advances in Consumer Research Volume 46 | 2018
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