Journal of Marketing, Volume 90, Issue 6, Page 114-134, November 2026.
Consumers are often faced with multiple unit offers (e.g., $40 for 5 lb of coffee) in the marketplace and must figure out how to evaluate them. Although the total price (e.g., $40) is always provided, the associated rate information is not (e.g., $8/lb of …Journal of Marketing, Volume 90, Issue 6, Page 114-134, November 2026. <br/>Consumers are often faced with multiple unit offers (e.g., $40 for 5 lb of coffee) in the marketplace and must figure out how to evaluate them. Although the total price (e.g., $40) is always provided, the associated rate information is not (e.g., $8/lb of … Read More