When more is less
CHEN, HAIPENG
When more is less The impact of base value neglect on consumer - 2012 - 64-77
The interpretation of a percentage change often hinges on the base value to which it is attachd. The authors identify a tendency among consumers to neglect base values when processing percentage change information and investigate the implicationsof such base value negelct for how consumers evaluate economically equivalent offers presented in percentage terms, such as bonus packs and price discounts.
BONUS PACK PRICE DISCOUNT
658.8
When more is less The impact of base value neglect on consumer - 2012 - 64-77
The interpretation of a percentage change often hinges on the base value to which it is attachd. The authors identify a tendency among consumers to neglect base values when processing percentage change information and investigate the implicationsof such base value negelct for how consumers evaluate economically equivalent offers presented in percentage terms, such as bonus packs and price discounts.
BONUS PACK PRICE DISCOUNT
658.8