When Partitioning Prices, Firms Better Deliver!

Because price partitioning highlights specific components of an offer, consumers may develop higher expectations for partitioned components. A series of four studies shows that as a result of their higher expectations, consumers respond more negatively to failures and even non-use of partitioned components, influencing their overall satisfaction with the transaction.


Ajay Abraham, Rebecca Hamilton, and Joydeep Srivastava (2011) ,"When Partitioning Prices, Firms Better Deliver!", 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: 252.


Ajay Abraham, University of Maryland, USA
Rebecca Hamilton, University of Maryland, USA
Joydeep Srivastava, University of Maryland, USA


NA - Advances in Consumer Research Volume 39 | 2011

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