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.
|Number of pages||1|
|Journal||Advances in Consumer Research|
|Publication status||Published - 2018|
|Event||Annual Conference of the Association for Consumer Research (49th : 2018) - Dallas, TX, United States|
Duration: 11 Oct 2018 → 14 Oct 2018