When two plus two is not equal to four: errors in processing multiple percentage changes
Article Abstract:
Three studies were conducted to examine the computational error in processing multiple percentage changes. Consumers employ a "whole number" computational strategy when processing percentage changes, leading to errors. Merchants usually exploit this error to gain more profits.
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 2007
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Perspectives on parsimony: how long is the coast of England? A reply to Park and Macinnis; Schwarz; Petty; and Lynch
Article Abstract:
A study on consumers attitude towards spending is discussed. Multiple pathway anchoring and adjustment model and theories of C.W Park, Debbie Macinnis, Norbert Schwarz, among others are detailed.
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 2006
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Shopping goals, goal concreteness, and conditional promotions
Article Abstract:
A study examines that marketing promotions can influence consumers spending attitude when their goals are not concrete.
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 2006
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