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



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