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Axe the tax : taxes are disliked more than equivalent cost
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Sussman , Abigail B. and Olivola, Christopher Yves (2011) Axe the tax : taxes are disliked more than equivalent cost. Journal of Marketing Research, Vol.48 . doi:10.1509/jmkr.48.SPL.S91
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Abstract
Executive Summary
Although people benefit from services that the government funds through tax revenues, most dislike paying taxes and many will go to great lengths to avoid them. For instance, people often travel across state lines to escape taxes on clothing or gasoline, or visit duty-free shops in order to stockpile items they might not otherwise purchase. In this paper, the authors document the phenomenon of tax aversion – a dislike of taxes, per se, that goes above and beyond their associated financial costs. They show that tax aversion affects consumer preferences in a variety of domains, including standard store purchases, financial investments, and job selection.
| Item Type: | Journal Article | ||||
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| Divisions: | Faculty of Social Sciences > Warwick Business School > Behavioural Science Faculty of Social Sciences > Warwick Business School |
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| Journal or Publication Title: | Journal of Marketing Research | ||||
| Publisher: | American Marketing Association | ||||
| ISSN: | 0022-2437 | ||||
| Official Date: | November 2011 | ||||
| Dates: |
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| Volume: | Vol.48 | ||||
| DOI: | 10.1509/jmkr.48.SPL.S91 | ||||
| Status: | Peer Reviewed | ||||
| Publication Status: | Published |
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