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
E11. Influence of ethical beliefs and trust on purchase decisions: The moderating effect of involvement
Marija Banovic, Aarhus University
Athanasios Krystallis, Athens University of Economics and Business, Greece
Featured
How the Unconstructed Identity Relieves Consumers of Identity-Relevant Consumption
Tracy Rank-Christman, University of Wisconsin - Milwaukee, USA
Lauren Poupis, Iona College
Featured
Don't Troll Me Bro: A Study of Griefing in Video Games
Elana Harnish, Ohio University
Jacob Lee Hiler, Ohio University