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 (US)|
|Title of host publication||Developments in Marketing Science|
|Subtitle of host publication||Proceedings of the Academy of Marketing Science|
|Number of pages||1|
|State||Published - 2015|
|Name||Developments in Marketing Science: Proceedings of the Academy of Marketing Science|
Bibliographical notePublisher Copyright:
© 2015, Academy of Marketing Science.