Ashwani Monga
Rutgers University
AdvertisingHeuristicsProduct (category theory)CurrencySociologyBusinessPsychologyActuarial scienceEconomicsMarketingHeuristicMicroeconomicsImpact biasCognitive psychologyBoundary value problemConsumer behaviourConstrual level theoryPatienceWait timeProcess (engineering)PhenomenonMonetary economicsSocial psychology
Publications 34
#1Ashwani Monga (UTSA: University of Texas at San Antonio)H-Index: 10
#2Rui Zhu (UBC: University of British Columbia)H-Index: 16
Consumers’ reactions to a difference in price can depend on how it is framed. If buyers interpret paying 60 rather than 5 as getting a 5 discount, then they are likely to consider paying 0 to be a gain and paying 65 to be a nongain. Alternatively, if they interpret having to pay 5 rather than 60 as incurring a penalty, then they may consider paying 60 to be a nonloss and paying 5 to be a loss. Similarly, sellers can also experience gains, nongains, nonlosses, and losses. This art...
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