期刊
JOURNAL OF BUSINESS RESEARCH
卷 61, 期 7, 页码 724-731出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2007.09.005
关键词
partitioned prices; trustworthiness; perceived fairness; purchase intentions; price estimation; price recall
类别
Partitioned pricing is a tactic in which a seller presents multiple prices for a single product or service instead of one, all-inclusive price. This research investigates effects of partitioned prices containing a variable number of price components, under varying levels of seller trustworthiness, and with or without the presentation of the total price. The results indicate that partitioning into a large number of price components, relative to a small number of price components, negatively affects perceived fairness and purchase intentions for less trustworthy, but not more trustworthy, sellers when the total price is not presented. However, partitioning into a large number of price components positively affects fairness and purchase intentions, regardless of seller trustworthiness, when the total price is presented. The research also examines effects of partitioning on price estimation and recall. (C) 2007 Elsevier Inc. All rights reserved.
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