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.
Citation:
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.
Authors
Yueyan Wu, Hunan University, China
Chunyan Xie, Western Norway University of Applied Sciences
Zhi Yang, Hunan University, China
Luluo Peng, Hunan University, China
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Liminal Motherhood: Relational Partners Experience of Liminality
Adriana Schneider Dallolio, Fundação Getúlio Vargas - FGV-EAESP
Eliane Zamith Brito, Fundação Getúlio Vargas
Featured
D11. A Hidden Cost of Advocating: Attitude Depolarization After Recommending
Ravini Savindya Abeywickrama, University of Melbourne, Australia
Gergely Nyilasy, University of Melbourne, Australia
Simon M. Laham, University of Melbourne, Australia
Featured
Taking a Leaf out of my Review: The Asymmetrical Link between Linguistic Similarity and Attitude Certainty for Writers and Readers of Product Reviews
Ann Kronrod, University of Massachusetts, USA
Yakov Bart, Northeastern University, USA