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| Author: | Gourville, J. |
| Title: | The effect of implicit versus explicit comparisons on temporal pricing claims |
| Journal: | Marketing Letters
1999 : MAY, VOL. 10:2, p. 113-124 |
| Index terms: | CONSUMERS MARKETING PRICING |
| Language: | eng |
| Abstract: | Existing research has investigates the "pennies-a-day" strategy of reframing an "aggregate" expense as a "per day" expense (Nagle & Holden, 1995; Price 1995; Gourville 1998). This paper extends this research by considering the incremental impact on compliance of explicity comparing the cost of a transaction to a specific petty cash expense. The authors show that in the presence of a "per day" framing of price an explicit comparison provides little added value. |
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