Choice Bracketing and Consumer Choice Under Uncertainty

Retailer choice is driven by consumers’ predictions regarding which retailer will be cheaper on the next shopping trip rather than which retailer is cheaper on average. We find that rewarding multiple purchases or setting minimum purchase requirements to win a reward encourage preference for retailers who are cheaper on average.



Citation:

Vicki G. Morwitz, Liat Hadar, and Shai Danziger (2020) ,"Choice Bracketing and Consumer Choice Under Uncertainty", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1022-1026.

Authors

Vicki G. Morwitz, Columbia University, USA
Liat Hadar, Coller School of management, Tel Aviv University
Shai Danziger, Tel Aviv University, Israel



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

E1. Effects of Recipients’ Emotional Expressions on Donors’ Preference for Helping with Development versus Survival

Xue Wang, University of Hong Kong
He (Michael) Jia, University of Hong Kong
Sara Kim, University of Hong Kong

Read More

Featured

The Secrecy Effect: Secret Consumption Polarizes Product Evaluations

Maria A Rodas, University of Minnesota, USA
Deborah Roedder John, University of Minnesota, USA

Read More

Featured

A Rational Model to Predict Consumers’ Irrational Behavior

Vahid Rahmani, Rowan University

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.