Monash University

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Reason: Under embargo until 31 July 2023. After this date a copy can be supplied under Section 51(2) of the Australian Copyright Act 1968 by submitting a document delivery request through your library.

The Effects of Lower Price Restraints on Consumer Choice

posted on 2022-07-05, 23:41 authored by EUNHA HAN

Lower price restraints are floor prices below which consumers, based on their general knowledge about the product, believe the product will lack acceptable quality. The current research investigates the downstream consequences of lower price restraints on consumer choice. Across five studies, it is found that lower price restraints increase the choice share of the cheapest alternative above the restraint. It is further shown that thinking of a lower price restraint shifts the consumer’s attention from quality to cost through a categorisation process.


Campus location


Principal supervisor

Harmen Oppewal

Additional supervisor 1

Luke Greenacre

Additional supervisor 2

Eugene Chan

Year of Award


Department, School or Centre



Doctor of Philosophy

Degree Type



Faculty of Business and Economics