Eliciting Reflexivity to Promote Moderation: The Role of Pricing Models

Encourager la réflexivité pour favoriser la sobriété: le rôle des modèles de tarification

Laurent Bertrandias () and Yohan Bernard ()
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Laurent Bertrandias: TBS - Toulouse Business School
Yohan Bernard: CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]

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Abstract: The imperative for sufficient consumption relies on the development of consumer reflexivity, defined in this article as a conscious self-examination in the context of consumption. This research investigates the impact of pricing plans on the activation or inhibition of reflexivity. Through two studies related to mobile telephony, the article shows that price-per-use pricing fosters reflexivity and moderation in consumption, while flat-rate pricing inhibits them. However, the first study also confirms that consumers do not prefer price-per-use. The second study tests alternative pricing settings that are likely to activate reflexivity while having a higher probability of adoption.

Keywords: Sufficiency; Moderation; Reflexivity; Price-per-use pricing; Cognitive biases; Sobriété; Réflexivité; Tarification à l’unité; Biais cognitif (search for similar items in EconPapers)
Date: 2024-06-05
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Published in 40ème Congrès International de l’AFM, Association Française du Marketing, Jun 2024, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04788407

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