P6. Marginal Cost Consideration
A large-scale study (N=12,003) examines how price presentation influences choice. Six experimental conditions present absolute and marginal prices (across 30 price levels) for a flight selection task. Highlighting savings accruing from choosing the lower price option results in greater choice share for the higher priced option, particularly as prices increase.
Ethan Pew and Hyunhwan Lee (2018) ,"P6. Marginal Cost Consideration", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 924-924.
Ethan Pew, Stony Brook University
Hyunhwan Lee, University of Miami, USA
NA - Advances in Consumer Research Volume 46 | 2018
Do Altruistic Individuals "Share" More Contents on Social Media?
Travis Tae Oh, Columbia University, USA
Keith Wilcox, Columbia University, USA
C2. The Bad Taste of Healthy Food Discounts
Iina Ikonen, Vrije Universiteit Amsterdam
Aylin Aydinli, Vrije Universiteit Amsterdam
Peeter Verlegh, Vrije Universiteit Amsterdam
The Embodiment of Repair: Consumer Experiences of Material Singularity and Practice Disruption
Matthew Godfrey, University of Arizona, USA
Linda L Price, University of Oregon, USA
Robert F. Lusch, University of Arizona, USA