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 More

Featured

Liminal Motherhood: Relational Partners Experience of Liminality

Adriana Schneider Dallolio, Fundação Getúlio Vargas - FGV-EAESP
Eliane Zamith Brito, Fundação Getúlio Vargas

Read More

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

Read More

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

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.