| 000 | 00885npc a2200181Ia 4500 | ||
|---|---|---|---|
| 008 | 140613s2012 xx 000 0 und d | ||
| 060 | _a658.8 | ||
| 100 | _aCHEN, HAIPENG | ||
| 245 |
_aWhen more is less _bThe impact of base value neglect on consumer |
||
| 260 | _c2012 | ||
| 300 | _a64-77 | ||
| 520 | _aThe 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. | ||
| 653 | _aBONUS PACK | ||
| 653 | _aPRICE DISCOUNT | ||
| 700 | _aMARMORSTEIN, HOWARD | ||
| 773 |
_oP14466 _nM _927727 _011181 _tJOURNAL OF MARKETING |
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| 942 |
_2ddc _cARTCL |
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| 999 |
_c11369 _d11369 |
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