When the Ends Do Not Justify Paying For the Means: Consumers Prefer Shifting Costs From Means to Goals
Consumers frequently incur costs associated with goals (e.g., ordering a gift) and costs associated with means (e.g., paying for shipping). How do goal systems affect preferences for pricing in these goal-means “bundles”? Seven studies reveal people prefer shifting costs to goals, even when it would be economically inconsequential or costly.
Citation:
Franklin Shaddy and Ayelet Fishbach (2018) ,"When the Ends Do Not Justify Paying For the Means: Consumers Prefer Shifting Costs From Means to Goals", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 318-322.
Authors
Franklin Shaddy, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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