Selective trading up and down

선택적 상향·하향 구매

The same shopper may pay more in one category and trade down in another.

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html
<div class="trade"><div class="shop"><div class="option" id="basic">BASIC <strong>$5</strong></div><div class="traveler" id="traveler">SHOPPER</div><div class="option" id="premium">PREMIUM <strong>$9</strong></div></div><button id="proof">SHOW VALUE PROOF</button><div class="reason" id="reason">No clear advantage shown</div></div>
css
.trade{width:min(90%,540px);font:900 clamp(10px,max(2vmin,1vw),15px)/1.2 sans-serif;text-align:center}.shop{display:flex;justify-content:space-between;align-items:center;gap:5px;min-height:clamp(80px,24vmin,145px)}.option{flex:1;border:2px solid var(--line);background:var(--surface);padding:clamp(9px,3vmin,20px) 3px;transition:.35s}.option strong{display:block;font-size:clamp(19px,5vmin,36px)}.option.on{border-color:var(--accent);box-shadow:0 6px 0 var(--accent)}.traveler{font-size:clamp(10px,max(1.8vmin,1vw),12px);background:var(--accent-2);color:#211b19;border-radius:50%;width:clamp(48px,14vmin,90px);height:clamp(48px,14vmin,90px);display:grid;place-items:center;transition:transform .35s}.traveler.move{transform:translateX(14px)}button{margin-top:12px;background:var(--accent);color:white;border:0;padding:8px 12px;font:inherit;cursor:pointer}.reason{color:var(--muted);margin-top:8px}@media(min-width:700px){body>:first-child{transform:scale(1.25);transform-origin:center}}
js
let on=false;const btn=document.querySelector('#proof');function draw(){document.querySelector('#basic').classList.toggle('on',!on);document.querySelector('#premium').classList.toggle('on',on);document.querySelector('#traveler').classList.toggle('move',on);document.querySelector('#reason').textContent=on?'Proven durability + convenience':'No clear advantage shown';btn.textContent=on?'HIDE VALUE PROOF':'SHOW VALUE PROOF'}btn.onclick=()=>{on=!on;draw()};draw();setTimeout(()=>{on=true;draw()},650);setTimeout(()=>{on=false;draw()},2600);

Trading up and down challenges a fixed split between premium and budget shoppers. One basket may include a higher-priced item that feels worthwhile and a cheaper substitute elsewhere.

Turn on proof of quality or convenience in the demo and an illustrative shopper moves from basic to premium while prices stay fixed.

NIQ's 2026 work highlights these situational decisions. The demo movement illustrates the idea, not a measured conversion rate.

When to use

Use to examine shopping missions and value proof by category rather than income alone.

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