Construct · 1 fields · 1 citations

multiple percentage change errors: a standalone construct

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Pricing

consumers' tendency to add successive percentage changes, so that a double discount such as 20 percent plus 25 percent seems larger than it is.

In pricing, multiple percentage change errors refers to consumers' tendency to add successive percentage changes, so that a double discount such as 20 percent plus 25 percent seems larger than it is. This meaning comes from Chen (2007) in Journal of Consumer Research.[1]

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Nearby constructs

discount3 fields · 4 citationsjingle · one word, three constructs

References

Chen, H. (., & Rao, A. R. (2007). When Two Plus Two Is Not Equal to Four: Errors in Processing Multiple Percentage Changes. Journal of Consumer Research, 34(3), 327-340. https://doi.org/10.1086/518531

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