Back6 or 8 options can trump an unlimited number It really does not make sense that consumers would prefer 6 or 8 options compared with an unlimited number of options, but research by King and Janiszewski found that this is, indeed, the case. The researchers compared four offers for pizza: Option 1 3 medium pizzas with unlimited […]
6 or 8 options can trump an unlimited number It really does not make sense that consumers would prefer 6 or 8 options compared with an unlimited number of options, but research by King and Janiszewski found that this is, indeed, the case. The researchers compared four offers for pizza: Option 1 3 medium pizzas with unlimited toppings – $24.00 Option 2 4 small pizzas with unlimited toppings – $24.00 Option 3 3 medium pizzas with 8 toppings – $24.00 Option 4 4 small pizzas with 6 toppings – $24.00 The two most popular options were: Option 3 because 3 (pizzas) by 8 (toppings) = 24 Option 4 because 4 (pizzas) by 6 (toppings) = 24 The research found that when the advertisements contained numbers that could multiply to equal $24 (e.g. 3 and 8), participants could process the price of $24 more easily. The price simply felt right. As a result consumers…