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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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Official URL: http://www.marketingpower.com/AboutAMA/Pages/AMA%2...

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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
Divisions: Faculty of Social Sciences > Warwick Business School > Behavioural Science
Faculty of Social Sciences > Warwick Business School
Journal or Publication Title: Journal of Marketing Research
Publisher: American Marketing Association
ISSN: 0022-2437
Official Date: November 2011
Dates:
DateEvent
November 2011UNSPECIFIED
Volume: Vol.48
DOI: 10.1509/jmkr.48.SPL.S91
Status: Peer Reviewed
Publication Status: Published

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