The Zero-Comparison Effect
AbstractThis research investigates the effect of a zero-value attribute on consumer choice. It is argued that a zero attribute removes a reference point that consumers use to evaluate the size of attribute differences. As a consequence, the shift from a number to zero can make an advantage (or disadvantage) that seemed large and clear in the presence of a reference point become less clear and thus less impactful when a reference point is removed. This leads to an interesting effect, whereby an option can improve its choice share by increasing the level of an undesirable attribute from zero or decreasing the level of a desirable attribute to zero. A series of four experiments provide supporting evidence for this new choice phenomenon.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 38 (2011)
Issue (Month): 1 ()
Pages: 16 - 26
Contact details of provider:
Web page: http://www.journals.uchicago.edu/JCR/
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Euy-Young Jung & Chulwoo Baek & Jeong-Dong Lee, 2012. "Product survival analysis for the App Store," Marketing Letters, Springer, vol. 23(4), pages 929-941, December.
- Juan Nicolau, 2012. "Battle royal: Zero-price effect vs relative vs referent thinking," Marketing Letters, Springer, vol. 23(3), pages 661-669, September.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).
If references are entirely missing, you can add them using this form.