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

Product Ethicality Dilemma: Consumer Reactions to 'Disgusting' Recycled Products

Berna Basar, Baruch College, USA
Sankar Sen, Baruch College, USA

Read More

Featured

How Employees Relate to Their Brand Online: A Critical Visual Analysis of Hollister

Stephanie Kogler, University of Innsbruck, Austria

Read More

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

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.