000			01418pab a2200205 454500
008			140923b0 xxu||||| |||| 00| 0 eng d
040			_cWelingkar Institute of Management Development & Research, Mumbai _aWelingkar Institute of Management Development & Research, Mumbai
041			_aENG
082			_a _bKCL
100			_aK C Lo Alison
245			_aHow to Attract Consumers by Giving Them the Short End of the Stick
250			_a1
260			_a _bFeb 2007 _c0
300			_a128-141 Pp.
490			_vXLIV
520			_aSeveral 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.
650			_aConsumer Benefits,
856			_uhttp://192.168.6.13/libsuite/mm_files/Articles/AR8744.pdf
906			_a25523
999			_c28645 _d28645