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 More

Featured

G8. How Does Pronunciation Difficulty of Brand Names Influence Consumer Responses? The Role of Self-Construal

Gunben Ceren Aksu, Rutgers University, USA
Yeni Zhou, Rutgers University, USA
Alokparna (Sonia) Monga, Rutgers University, USA

Read More

Featured

A10. Opting Opt-in or Out? Effects of Defaults on Perceived Control and Valuation of Personal Data

Iris van Ooijen, University of Twente

Read More

Featured

Secret Consumption in Close Relationships

Kelley Gullo, Duke University, USA
Danielle J Brick, University of New Hampshire
Gavan Fitzsimons, Duke 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.