The Zero-Comparison Effect

By Mauricio Palmeira. 2011

46 citations recorded by the source corpus.

Subfields: General Decision Sciences, Marketing

View Paper: https://www.semanticscholar.org/paper/49c0aa6095f749d7f539069e6c42f8e53041b6b5

Citations in the corpus

• The impact of buyer–seller relationships and reference prices on the effectiveness of the pay what you want pricing mechanism (2013, unknown): “Besides, research on the zero-comparison effect suggests that consumers have difficulties making decisions when one of the product attributes is zero (i.e., price), as no reference point exists against which judgments can be made (Palmeira 2011).”