Experiential Versus Analytical Price Evaluations

This research identifies subtle framing effects that make price evaluations more experiential (vs. analytical) in nature. Using visual units to describe quantity (e.g., 10 cookies) renders evaluations more experiential compared to using standardized units of measurement (e.g., 10 oz. of cookies), which in turn improves price evaluations.


Arnaud Monnier and Manoj Thomas (2020) ,"Experiential Versus Analytical Price Evaluations", 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: 550-551.


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


NA - Advances in Consumer Research Volume 48 | 2020

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