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HOW WEEKLY RATES OF PRODUCT CONSUMPTION AFFECT THE WAY WE RESPOND TO PRICE INFORMATION
16 ABSTRACT
Across bands of increasing rates of product consumption how do we become conditioned by the priming effects of extrinsic product cues like price? This study reports on the synthesised results of three blind-versus-sighted tasting-room experiments using orange-juice, coffee and wine to model levels of experienced utility in the presence of price information. The rate of consumption ranged between one and 35 units per week. Through an analysis of the significant price-coefficients computed across three consecutive bands of weekly consumption this study reveals how the size of sight-based rapid and intuitive “System 1” type judgement errors increases progressively with rates of consumption. Those consuming less than five units per week appear the least affected by price information, with those consuming over 21 units or more appear the most affected. The corresponding increase in affectation is 21 percent.