When do consumers prefer partitioned prices? The role of mood and pricing tactic persuasion knowledge
Abstract
Through three laboratory experiments and a study conducted in a natural setting, this research investigates the unexplored area of the role of mood (positive versus negative), pricing frame (partitioned versus combined), and pricing tactic persuasion knowledge (PTPK = low versus high) on product attractiveness and purchase intention. Study 1 explores a mood × frame interaction, with results showing that subjects in the positive mood report...
Paper Details
Title
When do consumers prefer partitioned prices? The role of mood and pricing tactic persuasion knowledge
Published Date
Aug 1, 2020
Journal
Volume
116
Pages
60 - 67
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