Faculty News | Business Insider | 13 Jun 2011
The Controversey Over Inflation: Is There More Than We Are Aware Of?
Re: John T. Gourville
As John T. Gourville, Harvard Business School marketing professor, so aptly put it: "Consumers are generally more sensitive to changes in prices than to changes in quantity." So Gourville suggests that subtle changes in package design or inclusion of more air to fill the package, can give the same shelf appearance. But the reality is, less in hand for the same price equals higher cost.

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