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Does Israeli consumer decision-making differ from American consumer decision-making?

ABSTRACT Various studies conducted in recent years have found that in many cases, consumer behaviour in the US does not correspond with assumptions associated with rational behaviour. One of the areas examined in this context is the impact of the zero price. This article takes two experiments that examined the zero price effect in the US and repeats them in Israel to check if Israeli consumer behaviour in this field is similar to that of American consumers. The results show that at least in terms of the zero price effect, Israeli consumer behaviour differs from that of American consumers: while American consumers are greatly influenced by the opportunity to receive free products, Israeli consumers are far less influenced by the opportunity to receive free items.