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
Brand Relationships in a "Post-Fact” World
Luciana Velloso, York University, Canada
Eileen Fischer, York University, Canada
Featured
The Upside of Incompetence: How Discounting Luxury Affects Retailer Price Image
Karen Wallach, Emory University, USA
Ryan Hamilton, Emory University, USA
morgan k ward, Emory University, USA
Featured
How Eyes Pull on the Heartstrings: Averted Eye Gaze Enhances Narrative Transportation and Self-Brand Connection
Ngoc To, University of Houston, USA
Vanessa Patrick, University of Houston, USA