When More is Less: Base Value Neglect and Consumer Preferences for Changes in Price and Quantity

Haipeng (Allan) Chen; Howard Marmorstein; Michael Tsiros; Akshay R. Rao

doi:10.1007/978-3-319-10873-5_282

When More is Less: Base Value Neglect and Consumer Preferences for Changes in Price and Quantity

Haipeng (Allan) Chen
, Howard Marmorstein
, Michael Tsiros
, Akshay R. Rao

Marketing and Supply Chain

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

In a series of studies, we document an advantage in sales volume for a bonus pack relative to an economically equivalent price discount. We provide evidence that consumers’ preferences for quantity changes (including bonus packs and quantity decreases) are due to their tendency toward neglecting the base value of percentages.

Original language	English
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Pages	485
Number of pages	1
DOIs	https://doi.org/10.1007/978-3-319-10873-5_282
State	Published - 2015

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Bibliographical note

Publisher Copyright:
© 2015, Academy of Marketing Science.

ASJC Scopus subject areas

Strategy and Management
Marketing

Access to Document

10.1007/978-3-319-10873-5_282

Cite this

Chen, H., Marmorstein, H., Tsiros, M., & Rao, A. R. (2015). When More is Less: Base Value Neglect and Consumer Preferences for Changes in Price and Quantity. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 485). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). https://doi.org/10.1007/978-3-319-10873-5_282

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author = "Chen, \{Haipeng (Allan)\} and Howard Marmorstein and Michael Tsiros and Rao, \{Akshay R.\}",

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Chen, H, Marmorstein, H, Tsiros, M & Rao, AR 2015, When More is Less: Base Value Neglect and Consumer Preferences for Changes in Price and Quantity. in Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, pp. 485. https://doi.org/10.1007/978-3-319-10873-5_282

When More is Less: Base Value Neglect and Consumer Preferences for Changes in Price and Quantity. / Chen, Haipeng (Allan); Marmorstein, Howard; Tsiros, Michael et al.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 2015. p. 485 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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When More is Less: Base Value Neglect and Consumer Preferences for Changes in Price and Quantity

Abstract

Publication series

Bibliographical note

ASJC Scopus subject areas

Access to Document

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