Marketing Letters

, Volume 10, Issue 2, pp 113–124

The Effect of Implicit versus Explicit Comparisons on Temporal Pricing Claims

  • John T. Gourville
Article

DOI: 10.1023/A:1008084712717

Cite this article as:
Gourville, J.T. Marketing Letters (1999) 10: 113. doi:10.1023/A:1008084712717

Abstract

Existing research has investigated the "pennies-a-day" strategy of reframing an "aggregate" expense as a "per day" expense (Nagle & Holden, 1995; Price 1995; Gourville 1998). This paper extends this research by considering the incremental impact on compliance of explicitly comparing the cost of a transaction to a specific petty cash expense (e.g., a cup of coffee). We show that in the presence of a ‘per day’ framing of price (e.g., $1 per day), an explicit comparison provides little added value. However, we also show that in the presence of an ‘aggregate’ framing of price (e.g., $350), an explicit comparison to a petty cash expense is sufficient to generate a "pennies-a-day" perspective. We conclude that it is not the ‘per day’ framing, per se, which drives "pennies-a-day" effectiveness, but the petty cash comparisons that such a framing either implicitly or explicitly generates.

Pennies-a-day strategy pricing temporal framing consumer choice 

Copyright information

© 1999 Kluwer Academic Publishers 1999

Authors and Affiliations

  • John T. Gourville
    • 1
  1. 1.Graduate School of Business AdministrationHarvard UniversityBoston