When Waste Costs: the Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product
This paper suggests that price can serve as an indicator of waste perception and help to decrease excessive purchase behavior. Two studies supported our proposition that controlling the price as the same, consumer’s purchase intention of an excessive offer over an adequate one is lower when the price is higher.
Tao Tao and Robert Wyer Jr. (2018) ,"When Waste Costs: the Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 945-945.
Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, USA
NA - Advances in Consumer Research Volume 46 | 2018
K5. Advertising Organizational Culture as a Selling Tactic for For-Profit Organizations
Dejun Tony Kong, University of Houston, USA
Maria Ng, University of Houston, USA
Red Flag! The Consequences of Alerting Consumers to Fake Reviews
Jared Joseph Watson, New York University, USA
Amna Kirmani, University of Maryland, USA
Time-of-Day Effects on Consumers’ Social Media Engagement
Ozum Zor, Rutgers University, USA
Kihyun Hannah Kim, Rutgers University, USA
Ashwani Monga, Rutgers University, USA