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.



Citation:

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.

Authors

Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Search Predicts and Changes Patience in Intertemporal Choice

Crystal Reeck, Temple University, USA
Lee Byung, Columbia University, USA
Eric J Johnson, Columbia University, USA

Read More

Featured

A Phenomenological Examination of Internet Addiction: Insights from Entanglement Theory

Mohammadali Zolfagharian, Bowling Green State University
Atefeh Yazdanparast, University of Evansville
Reto Felix, University of Texas Rio Grande Valley, USA

Read More

Featured

N3. Emotion Regulation and Memory for Negative Emotion Ads

Sandra Segal, Ben Gurion University, Israel
Hila Riemer, Ben Gurion University, Israel
Shai Danziger, Tel Aviv University, Israel
Gal Sheppes, Tel Aviv University, Israel

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.