Broadening the Decision Frame:The Role of Quantitative and Qualitative Information in Reducing Price Importance for Virtual Goods
(A2025-125778)

AUTHORS

Marcel Mallach, University of Kaiserslautern-Landau; Julian Preiss, University of Kaiserslautern-Landau; Stefan Roth, Technische Universität Kaiserslautern

ABSTRACT

Consumers often rely on price as the primary attribute when making purchasing decisions, particularly in contexts where other evaluative attributes are less accessible or tangible. This study examines how the presentation of quantitative metrics (price per play hour) and qualitative descriptors (e.g., “better price-to-playtime relationship”) influences consumer decision-making in the context of video games. Using a 2x2 factorial experimental design, we explore these information cues' independent and combined effects on the perceived importance of price, playtime, and the price-to-playtime ratio. The findings reveal that both quantitative and qualitative information significantly reduce price importance, encouraging consumers to adopt a broader evaluative frame. The interaction between these information types was not significant, suggesting they operate independently. The study extends the application of price metrics—traditionally studied in grocery retailing—to virtual goods.