Starting Prices and Consumer Response to Customization
Three experiments examine the link between starting (base) prices and consumer engagement in customization. A starting price clarifies how much of an expense relates to common needs of buyers and how much relates to idiosyncratic preferences. This inference sensitizes consumers to the presence of customization, in turn alleviating price sensitivity.
Marco Bertini and Luc Wathieu (2011) ,"Starting Prices and Consumer Response to Customization", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 108-109.
Marco Bertini, London Business School, UK
Luc Wathieu, Georgetown University, USA
NA - Advances in Consumer Research Volume 39 | 2011
Evan Polman, University of Wisconsin - Madison, USA
Sam J. Maglio, University of Toronto Scarborough
B4. Prestige is the Truth: Luxury Branding Drives for Fairness Perception of Non-physical Attribute Based Dynamic Pricing
Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne
Q4. The notion of self-optimization in context of self-tracking and beyond
Agnieszka Krzeminska, Leuphana University Lüneburg
Dorthe Brogård Kristensen, University of Southern Denmark, Denmark