Effect of Price Change Allocation in Multidimensional Pricing on Consumers’ Price Perceptions

In this paper we investigate how allocation of price change among different pricing components affects consumers’ perceptions of such changes. We limit our investigation to a situation when a company offers products with shipping and handling fee. We build our conceptual framework based on partitioning pricing and bundling pricing literature.


Igor Makienko and James Leonhardt (2021) ,"Effect of Price Change Allocation in Multidimensional Pricing on Consumers’ Price Perceptions", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 935-935.


Igor Makienko, University of Nevada Reno
James Leonhardt, University of Nevada Reno


NA - Advances in Consumer Research Volume 49 | 2021

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