How self-construal guides preference for partitioned versus combined pricing
Abstract
Marketers often offer equivalent pricing options by charging a base price and surcharges (partitioned pricing), or alternately offering a single price (combined pricing). The current study examines the systematic impact of a person's activated self-construal on the evaluation of product offers made under these alternate pricing frames. Findings from three experiments show that individuals with independent self-construal lean towards global...
Paper Details
Title
How self-construal guides preference for partitioned versus combined pricing
Published Date
Aug 1, 2019
Journal
Volume
101
Pages
152 - 160
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Notes
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