Perceptual Grounding of Quantity

Online retailers can describe quantity in a more perceptual or less perceptual manner (e.g., 12 snack bags of cookies vs 12 oz of cookies in snack bags). Five studies demonstrate that when quantity framing is more perceptual, retailers charge higher price per unit and consumers evaluate prices more favorably.



Citation:

Arnaud Monnier and Manoj Thomas (2019) ,"Perceptual Grounding of Quantity", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 201-205.

Authors

Arnaud Monnier, Cornell University, USA
Manoj Thomas, Cornell University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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