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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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2019
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| Subjects: | |
| 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 |