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The impact of the measurement unit of unit price on consumer preference and choice
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Orientador(es)
Resumo(s)
This project studies how variations in the measurement unit of unit price affect
consumers’ preference and choice. Particularly, we contend that consumers’ relative
preference for the same two option is different when options’ unit price is presented in a
large measurement unit – per kg; than when options’ unit price is presented in a small
measurement unit – per 100g. Moreover, consumers’ choice will shift more to lower
unit price options when options’ unit price is presented in larger measurement unit – per
kg. Two experiments confirmed our hypotheses. Implications and future research on the
topic are discussed.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Palavras-chave
Unit price Nominal value Preference reversals Consumer behavior