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 MoreFeatured
Doing it the Hard Way: More Effortful Saving Leads to Less Investing
Joshua I Morris, Stanford University, USA
Szu-chi Huang, Stanford University, USA
Christopher Bechler, Stanford University, USA
Featured
Crime and Punishment through the Political Lens: How Liberals Forgive, and Conservatives Punish Ethical Brand Users
Thomas Allard, Nanyang Technological University, Singapore
Brent McFerran, Simon Fraser University, Canada
Featured
M11. Motivated to Be Moral: The Effect of Nostalgia on Consumers’ Recycling Behavior
Xiadan Zhang, Renmin University of China
Xiushuang Gong, Jiangnan University
Jing Jiang, Renmin University of China