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



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