Beyond Clarity and Confusion: Affective Responses to Price Framing in the Airline Industry

Shelle Santana, New York University, USA
Vicki Morwitz, New York University, USA
This research shows that, in addition to affecting decision-making, the manner in which airline prices and fees are presented affects consumer emotions and post-purchase behavior as well. Experiments testing three common pricing formats—including a recent regulatory requirement-- show varying degrees of consumer anger and negative post purchase behavior.
[ to cite ]:
Shelle Santana and Vicki Morwitz (2012) ,"Beyond Clarity and Confusion: Affective Responses to Price Framing in the Airline Industry", in NA - Advances in Consumer Research Volume 40, eds. Zeynep GĂĽrhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 293-297.