All new smaller size! Why getting less with shrinkflation is preferable to paying more
(Version anglaise seulement)
par Jun Yao, Senior Lecturer in Marketing, Macquarie University
Di Wang, Senior Lecturer in Marketing, Queensland University of Technology
Gary Mortimer, Professor of Marketing and Consumer Behaviour, Queensland University of Technology
The sneaky strategy of reducing pack sizes shows the strength of consumers’ cognitive bias towards focusing on price, no matter what.
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dimanche 24 avril 2022
