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.
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.
Jungsil Choi, Cleveland State University, USA
Yexin Li, University of Kansas, USA
NA - Advances in Consumer Research Volume 42 | 2014
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