Does a Marketer’S Responsibility For a Surcharge Moderate Price Partitioning Effects?

Silke Bambauer-Sachse, University of Fribourg, Switzerland
Sabrina Mangold, University of Fribourg, Switzerland
In this paper we build on an established model that contains basic effects of price partitioning and introduce a new variable which has not been considered in previous studies yet. Based on the so-developed theoretical framework, we conduct a new empirical study. The results of our empirical study show that the marketer’s responsibility for a surcharge on the base price plays an important role in the context of effects of partitioned versus total prices.
[ to cite ]:
Silke Bambauer-Sachse and Sabrina Mangold (2010) ,"Does a Marketer’S Responsibility For a Surcharge Moderate Price Partitioning Effects?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 333-339 .