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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

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