Consumption Opportunity and the Consideration of Consumption-Opportunity Cost
For the first time, the authors propose the concept of consumption opportunity and identify it as a scarce, exclusive, and valuable resource to a consumer. We further demonstrated that when making purchase decisions, the consideration of the cost of consumption opportunity could induce consumers to choose the higher-quality smaller-amount option.
Tao Tao and Ran Li (2020) ,"Consumption Opportunity and the Consideration of Consumption-Opportunity Cost", 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: 1203-1230.
Tao Tao, Hong Kong Baptist University
Ran Li, Chinese University of Hong Kong, China
NA - Advances in Consumer Research Volume 48 | 2020
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