Surge price precision and political ideology

Cui, Yuanyuan (Gina), Patrick van Esch, Gopal Das and Shailendra Jain

Journal of Business Research, 2022, vol. 143, issue C, 214-224

Abstract: Across three studies, we investigate the interaction of political ideology and surge pricing precision on consumer decision making. Our findings suggest when compared to liberals, politically conservative consumers respond to rounded (vs. precise) surge pricing more negatively (Study 1). Furthermore, we show that this effect occurs because rounded (vs. precise) surge pricing exerts greater resentment for politically conservative (vs. liberal) consumers (Studies 2 and 3). The findings offer practical implications for marketers and advance our understanding of surge pricing, such that consumer responses towards surge pricing strategies differ based on their political ideology, and surge pricing precision is associated with perceptions of the status quo.

Keywords: Surge pricing; Political ideology; Resentment; Consumer response (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296322000753
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:143:y:2022:i:c:p:214-224

DOI: 10.1016/j.jbusres.2022.01.063

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
Bibliographic data for series maintained by Catherine Liu ().