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.
Citation:
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.
Authors
Ethan Pew, Stony Brook University
Hyunhwan Lee, University of Miami, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Product Ethicality Dilemma: Consumer Reactions to 'Disgusting' Recycled Products
Berna Basar, Baruch College, USA
Sankar Sen, Baruch College, USA
Featured
How Employees Relate to Their Brand Online: A Critical Visual Analysis of Hollister
Stephanie Kogler, University of Innsbruck, Austria
Featured
E2. Donation versus Adoption: How the Mode of Helping Moderates the Effect of Emotions on Helping
Ziqi Shang, Renmin University of China
Xiuping Li, National University of Singapore, Singapore
aradhna krishna, University of Michigan, USA