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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© 2015 Academy of Marketing Science
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Chen, H.(., Marmorstein, H., Tsiros, M., Rao, A.R. (2015). When More is Less: Base Value Neglect and Consumer Preferences for Changes in Price and Quantity. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_282
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DOI: https://doi.org/10.1007/978-3-319-10873-5_282
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-10873-5
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