The Impact of price and size comparisons on consumer perception and choice

Jun Yao, Harmen Oppewal, Yongfu He

Research output: Chapter in Book/Report/Conference proceedingConference abstract

Abstract

We suggest that the value difference between two product options is perceived as a pure change when they differ in package size, whereas it is perceived as an incremental change when they differ in price. Consumers perceive a larger value difference when comparing products on package size than on price.
Original languageEnglish
Title of host publicationACR 2018
Subtitle of host publicationProceedings of the 49th Annual Conference of the Association for Consumer Research
EditorsAndrew Gershoff, Robert Kozinets, Tiffany White
Place of PublicationDuluth, MN
PublisherAssociation for Consumer Research
Pages870
Number of pages1
ISBN (Print)9780915552252
Publication statusPublished - 2018
EventAnnual Conference of the Association for Consumer Research (49th : 2018) - Dallas, TX, United States
Duration: 11 Oct 201814 Oct 2018

Publication series

NameAdvances in Consumer Research
PublisherSheridan Books
Volume49
ISSN (Print)0098-9258

Conference

ConferenceAnnual Conference of the Association for Consumer Research (49th : 2018)
CountryUnited States
CityDallas, TX
Period11/10/1814/10/18

Fingerprint

Dive into the research topics of 'The Impact of price and size comparisons on consumer perception and choice'. Together they form a unique fingerprint.

Cite this