Mishra, Himanshu; Mishra, Arul; Nayakankuppam, Dhananjay - In: Journal of Consumer Research 32 (2006) 4, pp. 541-549
We document the phenomenon of "bias for the whole," wherein greater value is perceived for money in the form of a whole (large denomination) than for equivalent amounts of money in parts (smaller denominations), resulting in a lower inclination to spend with the whole. We demonstrate across four...