When Zero Prices Backfire: a Dual-Process Model For Understanding Consumers’ Reactions to Zero Prices
We propose a dual-process model for understanding consumers’ reactions to zero prices. This model explains when and why a zero price has either a positive or a negative effect on consumer demand. Results of a lab study and a natural experiment in the field supported our hypotheses.
Fengyan Cai, Xiaomeng Fan, and Galen V. Bodenhausen (2018) ,"When Zero Prices Backfire: a Dual-Process Model For Understanding Consumers’ Reactions to Zero Prices", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 498-498.
Fengyan Cai, Shanghai Jiao Tong University
Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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