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- Title
A Tale of Two Pizzas: Building Up from a Basic Product Versus Scaling Down from a Fully-Loaded Product.
- Authors
Levin, Irwin P.; Schreiber, Judy; Lauriola, Marco; Gaeth, Gary J.
- Abstract
Consumers in the U.S. and Italy were asked to either build up from a consumable base product (pizza) by adding components or scale down from a fully-loaded product by subtracting components. In each country consumers ended up with significantly more ingredients, and a pizza for a higher cost, in the Scale Down Condition than in the Build Up Condition. Results are discussed in terms of the principle of "loss aversion" underlying phenomena such as "the endowment effect," marketing implications of this effect, and future research needs.
- Subjects
CONSUMERS; CONSUMER behavior; PRODUCT management; MARKETING; PIZZA; COST
- Publication
Marketing Letters, 2002, Vol 13, Issue 4, p335
- ISSN
0923-0645
- Publication type
Article
- DOI
10.1023/A:1020370516638