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When More is Less: Base Value Neglect and Consumer Preferences for Changes in Price and Quantity
Book chapter

When More is Less: Base Value Neglect and Consumer Preferences for Changes in Price and Quantity

Haipeng (Allan) Chen, Howard Marmorstein, Michael Tsiros and Akshay R Rao
The Sustainable Global Marketplace, pp.485-485
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer International Publishing
2014-10-08
DOI: https://doi.org/10.1007/978-3-319-10873-5_282

Abstract

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.

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