18J the Power of Social Comparison in Price Information Processing
We propose that consumers enjoy the feeling of outperforming social others by taking advantage of a deal. This research explores the impact of price comparisons on buying behaviors through the lens of social comparison (vs. counterfactual thinking) to increase consumers’ perception of a good deal.
Lina Xu and Mihai Niculescu (2019) ,"18J the Power of Social Comparison in Price Information Processing", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 999-999.
Lina Xu, New Mexico State University, USA
Mihai Niculescu, New Mexico State University, USA
NA - Advances in Consumer Research Volume 47 | 2019
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