Deep Discount Or Free? the Effects of Price Promotion on Willingness to Pay
We contrast promotions in which a product is offered for free to promotions in which it is offered for a low price. Drawing on anchoring and adjustment, we show in two studies that a low price reduces reservation prices more than a zero price.
Mauricio Palmeira and Joydeep Srivastava (2011) ,"Deep Discount Or Free? the Effects of Price Promotion on Willingness to Pay", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.
Mauricio Palmeira, Monash University, Australia
Joydeep Srivastava, University of Maryland, USA
NA - Advances in Consumer Research Volume 38 | 2011
B5. Money Doesn’t Buy Happiness, But What About Buying Trust? The Effectiveness of Financial Compensation in Restoring Trust After Double Deviation
Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)
Cristiane Pizzutti, UFRGS
Katja Gelbrich, Catholic University Eichstätt-Ingolstadt
Cohesion or Coercion? Why Coordinated Behavior Backfires in Marketing Contexts
Noah VanBergen, University of Cincinnati, USA
B1. Dynamic Pricing in Stationary Retailing - The Role of Consumer's Trust
Maximilian Clemens Pohst, Heinrich-Heine-University
Caspar Krampe, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University