18H How the Experience of Heaviness Versus Lightness Can Influence Preference For Combined and Partitioned Prices

Two laboratory experiments found that when participants experienced heaviness (lightness), they exhibited a more favorable attitude and purchase intention towards a combined (partitioned) versus partitioned (combined) price framing. This effect was mediated by processing fluency. The robust findings were replicated using different product categories and heaviness manipulations.



Citation:

Taku Togawa, Rajat Roy, Hiroaki Ishii, and Jaewoo Park (2019) ,"18H How the Experience of Heaviness Versus Lightness Can Influence Preference For Combined and Partitioned Prices", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 994-994.

Authors

Taku Togawa, Chiba University of Commerce, Japan
Rajat Roy, Bond University, Australia
Hiroaki Ishii, Seikei University, Japan
Jaewoo Park, Musashi University, Japan



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

A Complete Consumer Journey: Tracking Motivation in the Marketplace

Jacob Suher, Portland State University
Szu-chi Huang, Stanford University, USA
Leonard Lee, National University of Singapore, Singapore

Read More

Featured

The Impact of Price and Size Comparisons on Consumer Perception and Choice

Jun Yao, Macquarie University, Australia
Harmen Oppewal, Monash University, Australia
Yongfu He, Monash University, Australia

Read 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

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.