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- catalog abstract "Existing research has investigated 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 explicitly comparing the cost of a transaction to a specific petty cash expense (e.g., a cup of coffee). We show that in the presence of a 'per day' framing of price (e.g., $1 per day), an explicit comparison provides little added value. However, we also show that in the presence of an "aggregate" framing of price (e.g., $350), an explicit comparison to a petty cash expense is sufficient to generate a "pennies-a-day" perspective. We conclude that it is not the 'per day' framing, per se, which drives "pennies-a-day" effectiveness, but the petty cash comparisons that such a framing either implicitly or explicitly generates. Key words: Pennies-a-day strategy, pricing, temporal framing, consumer choice".
- catalog contributor b10898140.
- catalog contributor b10898141.
- catalog created "c1998.".
- catalog date "1998".
- catalog date "c1998.".
- catalog dateCopyrighted "c1998.".
- catalog description "Existing research has investigated 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 explicitly comparing the cost of a transaction to a specific petty cash expense (e.g., a cup of coffee). We show that in the presence of a 'per day' framing of price (e.g., $1 per day), an explicit comparison provides little added value. However, we also show that in the presence of an "aggregate" framing of price (e.g., $350), an explicit comparison to a petty cash expense is sufficient to generate a "pennies-a-day" perspective. We conclude that it is not the 'per day' framing, per se, which drives "pennies-a-day" effectiveness, but the petty cash comparisons that such a framing either implicitly or explicitly generates. Key words: Pennies-a-day strategy, pricing, temporal framing, consumer choice".
- catalog description "Includes bibliographical references (p. 14).".
- catalog extent "17 p. :".
- catalog isPartOf "Working paper (Harvard University. Graduate School of Business Administration. Division of Research) ; 98-114.".
- catalog isPartOf "Working paper / Division of Research, Harvard Business School ; 98-114".
- catalog issued "1998".
- catalog issued "c1998.".
- catalog language "eng".
- catalog publisher "[Boston] : Division of Research, Harvard Business School,".
- catalog title "The effect of implicit versus explicit comparisons on temporal pricing claims / John T. Gourville.".
- catalog type "text".