1._Intro_344

1._Intro_344 - CORNELL Dr Brian Wansink©-1 Consumer...

Info iconThis preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: CORNELL Dr. Brian Wansink© --1 Consumer Behavior AEM 344 Professor Wansink CORNELL Dr. Brian Wansink© --2 Advanced Consumer Research AEM 744 Professor Wansink CORNELL Dr. Brian Wansink© --3 Warm-up Shopping Example: Why Do We Buy Too Many? • Which Sign Sells More . . . – Limit 12/person vs. No Limit/person – 3 for $3.00 vs. 1 for $1.00 – Buy 18 for vs. Buy some for the weekend the weekend Wansink, Brian, Robert J. Kent, and Stephen J. Hoch (1998), “An Anchoring and Adjustment Model of Purchase Quantity Decisions,” Journal of Marketing Research , 35:1 (February), 71-81. CORNELL Dr. Brian Wansink© --4 Why Do We Buy Too Many? • We focus on what to buy . . . not how many • We are highly suggestible to numerical signs – We anchor on their numbers and adjust our purchase from there – Examples: 12 per person 3 for 99¢ Buy 6 for snacks – We say, “I usually buy 1 or 2, but . . .” – Numerical signs can end up doubling how much we buy • “Oh, but that never happens to me . . .”“Oh, but that never happens to me ....
View Full Document

This note was uploaded on 09/23/2009 for the course AEM 3440 taught by Professor Wansink,b. during the Fall '07 term at Cornell.

Page1 / 12

1._Intro_344 - CORNELL Dr Brian Wansink©-1 Consumer...

This preview shows document pages 1 - 5. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online