When Paying $92 Plus $5 Shipping Is Acceptable But Paying $97 Is Not: the Role of Justification on the Effectiveness of Partitioned Pricing

The present research shows that the effectiveness of partitioned pricing is affected by consumer motivation. Three studies show that a hedonic motivation to consume, which requires purchase justification, lead consumers to perceive partitioned pricing to be less expensive than combined pricing because they pay less attention to surcharges.  



Citation:

Jungsil Choi and Yexin Li (2014) ,"When Paying $92 Plus $5 Shipping Is Acceptable But Paying $97 Is Not: the Role of Justification on the Effectiveness of Partitioned Pricing ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 432-433.

Authors

Jungsil Choi, Cleveland State University, USA
Yexin Li, University of Kansas, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

Perceptions of Epistemic vs. Aleatory Uncertainty Affect Stock Investment

Daniel Walters, INSEAD, France
Gulden Ulkumen, University of Southern California, USA
Carsten Erner, FS Card
David Tannebaum, University of Utah, USA
Craig Fox, University of California Los Angeles, USA

Read More

Featured

E1. Effects of Recipients’ Emotional Expressions on Donors’ Preference for Helping with Development versus Survival

Xue Wang, University of Hong Kong
He (Michael) Jia, University of Hong Kong
Sara Kim, University of Hong Kong

Read More

Featured

B7. Conceptualizing Brand Arrogance and Its Impact on Consumer Trust

Sampoorna Nandi, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.