When "more" seems like less: Differential price framing increases the choice share of higher-priced options

When "more" seems like less: Differential price framing increases the choice share of higher-priced options

Four experiments supported by six supplemental studies show that premium but higher-priced products (e.g., direct flights, larger-capacity data storage devices) are more popular when the additional cost is made explicit using differential price framing (DPF; e.g., "for $20 more") rather th...

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Bibliographic Details
Main Authors: ALLARD, Thomas, HARDISTY, David J., GRIFFIN, Dale
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2019
Subjects:
attribute framing
expensiveness
heuristic processing
price partitioning
pricing strategy
Marketing
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/7035
https://ink.library.smu.edu.sg/context/lkcsb_research/article/8034/viewcontent/0022243719851490__1_.pdf
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/lkcsb_research/7035
https://ink.library.smu.edu.sg/context/lkcsb_research/article/8034/viewcontent/0022243719851490__1_.pdf

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