Not Everyone Loves Buffets: Pricing Preference of Frugal Consumers

Olivia (Wan-Ting) Lin, Texas A&M University, USA
Kelly Haws, Texas A&M University, USA
Restrained in product acquisition, frugal consumers compared with their non-frugal counterparts show stronger preference for pay-per-use pricing under low demand uncertainty and equal liking for flat rates under high demand uncertainty. Resourceful in product usage, frugal consumers may also show greater increase in their consumption quantity after paying flat rates.
[ to cite ]:
Olivia (Wan-Ting) Lin and Kelly Haws (2011) ,"Not Everyone Loves Buffets: Pricing Preference of Frugal Consumers", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.