Normal view MARC view ISBD view

How to Attract Consumers by Giving Them the Short End of the Stick

By:

K C Lo Alison

Material type: Article

ArticleLanguage: ENG Series: ; XLIVPublication details: Feb 2007 0Edition: 1Description: 128-141 PpSubject(s):

Consumer Benefits

DDC classification:

Online resources:

Click here to access online

Summary: Several influential streams of research in marketing, psychology, and economics conclude that when an offer a seller makes to a buyer is held fixed, the buyer will be repelled if he or she learns that some other group of buyers is getting a better price for the same benefits or receiving more benefits for the same price. Prior work has attributed this repulsion to perceptions that the offer is inequitable, that it fits others better, or that it suggests that the core product is of low value. In six experiments, the authors show conditions under which exactly the opposite can occur; that is, consumers judge the same offer to be more attractive when a seller offers a better price or more benefits to another group than when the seller treats everyone equally.

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Articles	Main Library	KCL (Browse shelf(Opens below))	Available		AR8744

Browsing Main Library shelves Close shelf browser (Hides shelf browser)

Previous	No cover image available	No cover image available	No cover image available	No cover image available	No cover image available	No cover image available	No cover image available	Next
Previous	Kay Rural Banking: A Study of Arunachal Pradesh Rural Bank	Kaz Art and Science of Shopping	Kaz Full Frontal Display	KCL How to Attract Consumers by Giving Them the Short End of the Stick	Kei Linking Customer Loyalty to Growth	Kei Remedying Hyperopia : The Effects of Self-Control Regret on Consumer Behavior	Kej Disaster Management for Entrepreneurs	Next

Several influential streams of research in marketing, psychology, and economics conclude that when an offer a seller makes to a buyer is held fixed, the buyer will be repelled if he or she learns that some other group of buyers is getting a better price for the same benefits or receiving more benefits for the same price. Prior work has attributed this repulsion to perceptions that the offer is inequitable, that it fits others better, or that it suggests that the core product is of low value. In six experiments, the authors show conditions under which exactly the opposite can occur; that is, consumers judge the same offer to be more attractive when a seller offers a better price or more benefits to another group than when the seller treats everyone equally.

There are no comments on this title.

to post a comment.