Keywords: Service cost perception
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Journal Articles

“Less than” vs. “not more than”: framing the upper limit of a service cost estimate using a negation versus an affirmation influences perceived service cost

Sudipta Mukherjee
Journal: Journal of Consumer Marketing
Journal of Consumer Marketing (2025) 42 (5): 562–578.
https://doi.org/10.1108/JCM-06-2023-6083
Published: 13 May 2025
... by the congruence between the internal coding of a number (i.e. small or large) and the expectation regarding its physical size. We show that these two equivalent frames (less than and not more than) result in divergent service cost perceptions and subsequent consumption choices – what we term...
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Includes: Supplementary data
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