When more is less The impact of base value neglect on consumer

By:

CHEN, HAIPENG

Contributor(s):

MARMORSTEIN, HOWARD

Material type:

Mixed materialsPublication details: 2012Description: 64-77Subject(s):

NLM classification:

658.8

In: JOURNAL OF MARKETINGMSummary: 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.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		76/4	Available		P14466

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.

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