Ritesh Saini

Ritesh Saini

Ritesh Saini is a researcher and first author of the 2010 Journal of Consumer Psychology paper, with Sweta Thota, on the psychological underpinnings of relative thinking in price comparisons.

Who they are

The work of Ritesh Saini reaches this site through the paper listed below. The name is tied to Relative Thinking.

Key papers

Saini, R., & Thota, S. C. (2010). The psychological underpinnings of relative thinking in price comparisons. Journal of Consumer Psychology, 20(2), 185-192. What it reports: Relative thinking is strengthened by high cognitive load, affect-rich products and a preference for intuitive decision making.

Key ideas

Relative Thinking: Judging a saving or a price difference as a share of the price, not as a sum of money.

Sources

  1. Saini, R., & Thota, S. C. (2010). The psychological underpinnings of relative thinking in price comparisons. Journal of Consumer Psychology, 20(2), 185-192.