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



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