Starting Prices and Consumer Response to Customization

Marco Bertini, London Business School, UK
Luc Wathieu, Georgetown University, USA
Three experiments examine the link between starting (base) prices and consumer engagement in customization. A starting price clarifies how much of an expense relates to common needs of buyers and how much relates to idiosyncratic preferences. This inference sensitizes consumers to the presence of customization, in turn alleviating price sensitivity.
[ to cite ]:
Marco Bertini and Luc Wathieu (2011) ,"Starting Prices and Consumer Response to Customization", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 108-109.