To Buy or How Much to Buy? Partition Dependence in Purchase-Quantity Decisions

Tavassoli, N T and Visentin, M (2021) To Buy or How Much to Buy? Partition Dependence in Purchase-Quantity Decisions. Marketing Letters. ISSN 0923-0645 (In Press)

Abstract

Four studies demonstrate that people are more likely to buy (but not to buy more) when directly asked how much to buy in response to a set of purchase quantities (0, 1, 2 … n) than when first asked whether to buy in response to a seemingly innocuous yes/no purchase-interest question. This finding is explained in terms of response-scale partitioning. A purchase-quantity scale has a single negative (0) and multiple (n) positive response options. In contrast, a dichotomous yes/no purchase-interest question has an equal proportion of negative (“no”) and positive (“yes”) response options, the latter of which subsumes all positive quantity options into one partition. Ascertaining purchase interest using a single negative and multiple positive response options (“No”, “Mildly”, “Somewhat”, “Likely”, “Very”, and “Definitely”) eliminated the effect.

More Details

Item Type: Article
Subject Areas: Marketing
Additional Information:

© 2021 Springer Nature. This is a post-peer-review, pre-copyedit version of an article published in Marketing Letters. The final authenticated version is available online at: https://doi.org/10.1007/s11002-021-09596-2

Date Deposited: 23 Sep 2021 17:01
Date of first compliant deposit: 20 Sep 2021
Subjects: C > Consumer behaviour
Last Modified: 15 Oct 2021 12:27
URI: https://lbsresearch.london.edu/id/eprint/1968
More

Export and Share


Download

Accepted Version - Text
  • Restricted to Repository staff only

Statistics

Altmetrics
View details on Dimensions' website

Downloads from LBS Research Online

View details

Actions (login required)

Edit Item Edit Item