When 15% Off Plus 10% Off Is More Than 30% Off: Multiple-Discount Promotions Are Preferred To
In a recent article by Chen and Rao (2007), the authors demonstrated that consumers appear to prefer multiple-discount (MD) promotions over single-discount (SD) promotions. For example, consumers Read More »
When Hungry People See Leaner Meals: Hunger Reduces Calorie Evaluations
Consumers may approach product choice when hungry, tired, aroused or distracted. Such motivational states have extensive effects on product judgment and choice, including increases in perceived Read More »
Tipping Points In Consumer Choice: The Case Of Collections
The classic account of escalation of commitment suggests that decision makers have a tendency to become locked into courses of action by throwing good money after bad in dealing with losing projects Read More »
Quantity Aversion: Self-Control And Consumers’ Preference For Quality Versus Quantity
Most spending decisions involve conflict in one form or another. Even ordinary decisions like whether to dine out or eat at home can create conflict. Research on self-control typically studies Read More »
Giving Time Vs . Giving Money: Which Is Better For Moral Cleansing?
Time and money are both important but distinct concepts. Spending time allows one to feel personally connected to others (Mogilner and Aaker, 2009), and consider emotional meaning rather than Read More »
