Publication Type

Journal Article

Version

Publisher’s Version

Publication Date

12-2009

Abstract

To properly consider the opportunity costs of a purchase, consumers must actively generate the alternatives that it would displace. The current research suggests that consumers often fail to do so. Even under conditions promoting cognitive effort, various cues to consider opportunity costs reduce purchase rates and increase the choice share of more affordable options. Sensitivity to such cues varies with chronic dispositional differences in spending attitudes. We discuss the implications of these results for the marketing strategies of economy and premium brands.

Discipline

Marketing | Sales and Merchandising

Research Areas

Marketing

Publication

Journal of Consumer Research

Volume

36

Issue

4

First Page

553

Last Page

561

ISSN

0093-5301

Identifier

10.1086/599764

Publisher

University of Chicago Press

Additional URL

http://dx.doi.org/10.1086/599764

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