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Consumer Decisions in Response to Pr...

Zhang, Yiwen.

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Consumer Decisions in Response to Price Increases.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Consumer Decisions in Response to Price Increases./
作者:	Zhang, Yiwen.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2019,
面頁冊數:	104 p.
附註:	Source: Dissertations Abstracts International, Volume: 81-03, Section: B.
Contained By:	Dissertations Abstracts International81-03B.
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13866021
ISBN:	9781085623247

Consumer Decisions in Response to Price Increases.
Zhang, Yiwen.

Consumer Decisions in Response to Price Increases. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 104 p.

Source: Dissertations Abstracts International, Volume: 81-03, Section: B.

Thesis (Ph.D.)--The University of Chicago, 2019.

This item must not be sold to any third party vendors.

Previous research has found that consumers anchor their purchase decisions on the quantity limit in price discounts. However, this paper identifies cases in which consumers purchase fewer units of a product when more (vs. fewer) units of the product are offered at a lower price. In other words, consumers buy more when the average unit price is higher. I find this pattern across a variety of products in both lab settings and a field experiment. Furthermore, this effect extends beyond discounts with quantity limits to more general price-increases. This paper provides theoretical as well as practical insights for understanding consumer behavior. Theoretically, this work advances our knowledge of how consumers react to non-linear pricing and numeric cues in price promotions. I demonstrate that consumers respond to external numerical cues (e.g., anchors, reference points) only if those values are perceived to be acceptable as a purchase quantity. This work also contributes to our understanding on the effect of transaction utility in consumer purchase decisions. Practically, my work provides insights into the effectiveness of pricing and promotion strategies and proposes a new method for nudging consumers to reduce unhealthy food or energy consumption.

ISBN: 9781085623247Subjects--Topical Terms:

536353
Marketing.
Subjects--Index Terms:

Credit Cards

Consumer Decisions in Response to Price Increases.
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