When Partitioning Prices, Firms Better Deliver!

Ajay Abraham, University of Maryland, USA
Rebecca Hamilton, University of Maryland, USA
Joydeep Srivastava, University of Maryland, USA
Because price partitioning highlights specific components of an offer, consumers may develop higher expectations for partitioned components. A series of four studies shows that as a result of their higher expectations, consumers respond more negatively to failures and even non-use of partitioned components, influencing their overall satisfaction with the transaction.
[ to cite ]:
Ajay Abraham, Rebecca Hamilton, and Joydeep Srivastava (2011) ,"When Partitioning Prices, Firms Better Deliver!", 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: 252.