Consumer confusion of percent differences

Volume: 18, Issue: 1, Pages: 49 - 61
Published: Jan 1, 2008
Abstract
null null The present research investigated consumers' intuitions about percent differences. We found that the perceived difference between two quantities compared on a percent scale varies as a function of the target of the comparison. The subjective price difference between a 1500 and a 000 moped, for instance, increased when the former was described as 50% more than the latter than when the latter was described as 33% less than the former...
Paper Details
Title
Consumer confusion of percent differences
Published Date
Jan 1, 2008
Volume
18
Issue
1
Pages
49 - 61
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