The Role of Interpersonal Attachment Anxiety and Security on Consumer Responses to Customized Pricing

Meredith David, Hankamer School of Business, Baylor University, USA
William Bearden, Moore School of Business, University of South Carolina, USA
Kelly Haws, Owen School of Management, Vanderbilt University, USA
Technological advances have enabled marketers to offer customized prices based upon unique purchase patterns of individual consumers. Across three studies, we show that customized prices enhance customer satisfaction but, among some consumers, are perceived as unfair and reduce satisfaction. Interpersonal attachment style is a key factor underlying these differential effects.
[ to cite ]:
Meredith David, William Bearden, and Kelly Haws (2014) ,"The Role of Interpersonal Attachment Anxiety and Security on Consumer Responses to Customized Pricing", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 118-122.