The Moderating Effect of Temporal Distance on Partitioned Vs. Combined Pricing

Jungsil Choi, Cleveland State University, USA
Dorcia Bolton, Cleveland State University, USA
Kevin Flynn, Cleveland State University, USA
This study assesses the effect of the situational factor temporal distance on the attractiveness of partitioned pricing relative to combined pricing. The results suggest that partitioned pricing was more attractive than combined pricing in the distant condition because people engage in more global (vs. local) processing.
[ to cite ]:
Jungsil Choi, Dorcia Bolton, and Kevin Flynn (2014) ,"The Moderating Effect of Temporal Distance on Partitioned Vs. Combined Pricing", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 778-778.