Corpus ID: 17846674

More Is Less : The Impact of Base Value Neglect on Consumer Preferences for Bonus Packs over

@inproceedings{Marmorstein2012MoreIL,
  title={More Is Less : The Impact of Base Value Neglect on Consumer Preferences for Bonus Packs over},
  author={H. Marmorstein and Michael Tsiros and A. Rao},
  year={2012}
}
The interpretation of a percentage change often hinges on the base value to which it is attached. The authors identify a tendency among consumers to neglect base values when processing percentage change information and investigate the implications of such base value neglect for how consumers evaluate economically equivalent offers presented in percentage terms, such as bonus packs and price discounts. The authors first document a substantial advantage in sales volume for a bonus pack over an… CONTINUE READING

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