 How self-construal guides preference for partitioned versus combined pricingGopal Das and Rajat Roy Journal of Business Research, 2019, vol. 101, issue C, 152-160 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 processing and exhibit higher attractiveness and purchase intention for a product offered under partitioned (versus combined) pricing. Furthermore, moderated mediation results show that the interaction effects of self-construal and pricing type on attractiveness and purchase intention are mediated by less effortful processing of pricing information. These results contribute to the pricing and self-construal literature. The results of this study may also help managers develop appropriate pricing strategies targeting different consumer segments. Keywords: Partitioned pricing; Combined pricing; Self-construal; Attractiveness; Purchase intention (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:101:y:2019:i:c:p:152-160 DOI: 10.1016/j.jbusres.2019.04.026 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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