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
Consumers’ Attribution of Mind to Possessions as an Impediment to Sharing
*Chi Hoang, Norwegian School of Management, Norway
Klemens Knoferle, Norwegian School of Management, Norway
Luk Warlop, Norwegian School of Management, Norway
aradhna krishna, University of Michigan, USA
E7. Pronouns in Fundraising Appeals – The Impact of I vs. S/He on Donations
Amir Sepehri, Western University, Canada
Rod Duclos, Western University, Canada
Hamid Elahi, Western University, Canada
K13. When Does Humor Increase Sharing?
John Yi, University of Arizona, USA
Caleb Warren, University of Arizona, USA