The Role of Interpersonal Attachment Anxiety and Security on Consumer Responses to Customized Pricing
Technological advances have enabled marketers to offer customized prices based upon unique purchase patterns of individual consumers. Across three studies, we show that customized prices enhance customer satisfaction but, among some consumers, are perceived as unfair and reduce satisfaction. Interpersonal attachment style is a key factor underlying these differential effects.
Citation:
Meredith David, William Bearden, and Kelly Haws (2014) ,"The Role of Interpersonal Attachment Anxiety and Security on Consumer Responses to Customized Pricing", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 118-122.
Authors
Meredith David, Hankamer School of Business, Baylor University, USA
William Bearden, Moore School of Business, University of South Carolina, USA
Kelly Haws, Owen School of Management, Vanderbilt University, USA
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
Making Sense of Spontaneity: In-The-Moment Decisions Promote More Meaningful Experiences
Jacqueline R. Rifkin, Duke University, USA
Keisha Cutright, Duke University, USA
Featured
When CSR Becomes a Liability for Firms in Crises: Effects on Perceived Hypocrisy and Consumer Forgiveness
Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada
Featured
If No One Saw It on Instagram, Was It Any Good? Examining Received Attention as a Social Benefit of Experiential Consumption
Matthew J Hall, University of Nebraska-Lincoln
Jamie D. Hyodo, University of Nebraska-Lincoln