To buy or how much to buy? Partition dependence in purchase-quantity decisions

Autor: Nader T. Tavassoli, Matteo Visentin
Rok vydání: 2021
Předmět:
Zdroj: Marketing Letters. 33:177-188
ISSN: 1573-059X
0923-0645
Popis: Four studies demonstrate that people are more likely to buy (but not to buy more) when directly asked how much to buy in response to a set of purchase quantities (0, 1, 2 … *n*) than when first asked whether to buy in response to a seemingly innocuous yes/no purchase-interest question. This finding is explained in terms of response-scale partitioning. A purchase-quantity scale has a single negative (0) and multiple (n) positive response options. In contrast, a dichotomous yes/no purchase-interest question has an equal proportion of negative (“no”) and positive (“yes”) response options, the latter of which subsumes all positive quantity options into one partition. Ascertaining purchase interest using a single negative and multiple positive response options (“No”, “Mildly”, “Somewhat”, “Likely”, “Very”, and “Definitely”) eliminated the effect.
Databáze: OpenAIRE
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