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

B8. Factors Influencing Collaborative Consumption Usage in the US market: An Exploratory Study

Pia Annette Albinsson, Appalachian State University
B. Yasanthi Perera, Brock University, Canada
Bidisha Burman, University of Mary Washington
Lubna Nafees, Appalachian State University

Read More

Featured

Deny the Voice Inside: Are Accessible Attitudes Always Beneficial?

Aaron Jeffrey Barnes, University of Illinois at Urbana-Champaign, USA
Sharon Shavitt, University of Illinois at Urbana-Champaign, USA

Read More

Featured

Anchors as Midpoints: it’s not the Size of the Adjustment that Counts, it’s the Direction

Joshua Lewis, University of Pennsylvania, USA
Joseph P. Simmons, University of Pennsylvania, USA

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.