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.
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.
Taku Togawa, Chiba University of Commerce, Japan
Rajat Roy, Bond University, Australia
Hiroaki Ishii, Seikei University, Japan
Jaewoo Park, Musashi University, Japan
NA - Advances in Consumer Research Volume 47 | 2019
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