The costs and benefits of various products, such as insurance and subscription services, are recurring. Marketers can choose to frame these attributes either as a series of periodic occurrences (e.g., “$10 per month”) or aggregate them over a longer period (“$120 per year”). Five studies...

According to the dual entitlement principle, consumers find it fair for firms to price asymmetrically to cost changes, that is, increasing prices when costs increase but maintaining prices when costs decrease. However, we conduct a meta-analysis revealing that asymmetric pricing is less...

An intangible investment may be seen in a human way when it has a human name. We investigate whether a human name for an investment alters people’s inclination to succumb to the sunk cost fallacy. Previous research on the sunk cost fallacy has focused on demonstrating its existence; little is...