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

Jun Yao, Harmen Oppewal, Yongfu He

Research output: Contribution to journalMeeting 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
Pages (from-to)870
Number of pages1
JournalAdvances in Consumer Research
Volume46
Publication statusPublished - 2018
EventAnnual Conference of the Association for Consumer Research (49th : 2018) - Dallas, TX, United States
Duration: 11 Oct 201814 Oct 2018

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