The psychological underpinnings of relative thinking in price comparisons |
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Authors: | Ritesh Saini Sweta C. Thota |
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Affiliation: | 1. College of Business Administration, University of Texas at Arlington, USA;2. School of Business and Management at University of San Francisco, USA |
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Abstract: | This article investigates the psychological underpinnings of relative thinking—the tendency of consumers to consider relative savings, and not just absolute savings, in their decisions to search for a deal or purchase an item. We examine how (i) cognitive load, (ii) the affective-richness of the product, and (iii) the consumer's propensity for intuitive decision-making influence relative thinking. As hypothesized, high cognitive load and affect-rich (vs. affect-poor) products, and individual level preference for intuitive decision-making aggravate this behavior. Our results present clear managerial implications along with developing a better understanding of the behavioral foundations of relative thinking. |
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Keywords: | Relative thinking Psychophysics Behavioral pricing Affect Intuition Dual process |
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