Does a Marketer’S Responsibility For a Surcharge Moderate Price Partitioning Effects?

In this paper we build on an established model that contains basic effects of price partitioning and introduce a new variable which has not been considered in previous studies yet. Based on the so-developed theoretical framework, we conduct a new empirical study. The results of our empirical study show that the marketer’s responsibility for a surcharge on the base price plays an important role in the context of effects of partitioned versus total prices.



Citation:

Silke Bambauer-Sachse and Sabrina Mangold (2010) ,"Does a Marketer’S Responsibility For a Surcharge Moderate Price Partitioning Effects?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 333-339 .

Authors

Silke Bambauer-Sachse, University of Fribourg, Switzerland
Sabrina Mangold, University of Fribourg, Switzerland



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

The Messy Satiation Effect: The Benefits of Eating Like a Pig

Kevin L. Sample, University of Georgia, USA
Kelly Haws, Vanderbilt University, USA

Read More

Featured

R13. Brand Humanization: Applying Two Dimensions of Humanness to Brand

Mycah L Harrold, Washington State University, USA
Andrew Perkins, Washington State University, USA

Read More

Featured

Turning “Expenses” into “Bills”: How spending Categorization Impacts Budget Optimism and Likelihood of Success

Eleanor Putnam-Farr, Rice University, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, 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.