When more is less

The impact of base value neglect on consumer preferences for bonus packs over price discounts

Haipeng A. Chen, Howard Marmorstein, Michael Tsiros, Akshay R Rao

Research output: Contribution to journalReview article

40 Citations (Scopus)

Abstract

The interpretation of a percentage change often hinges on the base value to which it is attached. The authors identify a tendency among consumers to neglect base values when processing percentage change information and investigate the implications of such base value neglect for how consumers evaluate economically equivalent offers presented in percentage terms, such as bonus packs and price discounts. The authors first document a substantial advantage in sales volume for a bonus pack over an economically equivalent price discount in a field experiment conducted in a retail store. Furthermore, in a mall-intercept survey and multiple lab studies, the authors provide additional evidence in support of the effect and identify managerially useful boundary conditions for when the effect is likely to manifest. The article concludes with a discussion of the theoretical and managerial implications of the findings.

Original languageEnglish (US)
Pages (from-to)64-77
Number of pages14
JournalJournal of Marketing
Volume76
Issue number4
DOIs
StatePublished - Jul 1 2012

Fingerprint

Bonus
Neglect
Price discount
Consumer preferences
Field experiment
Boundary conditions
Retail stores
Mall

Keywords

  • Bonus pack
  • Framing
  • Numeracy
  • Percentage
  • Price discount

Cite this

When more is less : The impact of base value neglect on consumer preferences for bonus packs over price discounts. / Chen, Haipeng A.; Marmorstein, Howard; Tsiros, Michael; Rao, Akshay R.

In: Journal of Marketing, Vol. 76, No. 4, 01.07.2012, p. 64-77.

Research output: Contribution to journalReview article

Chen, Haipeng A. ; Marmorstein, Howard ; Tsiros, Michael ; Rao, Akshay R. / When more is less : The impact of base value neglect on consumer preferences for bonus packs over price discounts. In: Journal of Marketing. 2012 ; Vol. 76, No. 4. pp. 64-77.
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