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Regulatory focus as a predictor of attitudes toward partitioned and combined pricing

Authors
  • Lee, Kiljae
  • Choi, Jungsil
  • Li, Yexin Jessica1, 2, 3, 4, 5, 3, 6, 7
  • 1 College of Business
  • 2 Embry-Riddle Aeronautical University
  • 3 Department of Marketing
  • 4 Monte Ahuja College of Business
  • 5 Cleveland State University
  • 6 School of Business
  • 7 University of Kansas
Type
Published Article
Journal
Journal of Consumer Psychology
Publication Date
Jan 01, 2014
Accepted Date
Jan 07, 2014
Identifiers
DOI: 10.1016/j.jcps.2014.01.001
Source
Elsevier
Keywords
License
Unknown

Abstract

Partitioned pricing is a widely used pricing strategy, but little is known about the buyer characteristics that influence its effectiveness. The current research contributes to the pricing literature by investigating the impact of regulatory focus on the perceived attractiveness of partitioned and combined pricing. In four studies, we hypothesized and found support for the idea that promotion focused individuals perceive partitioned prices to be more attractive than combined prices, while prevention focused individuals do not differentiate between the two pricing types. Our results also show that regulatory focus influences consumers' information processing style, which in turn leads to important differences in attitudes towards partitioned and combined pricing. Specifically, promotion focused consumers are more likely to engage in global processing and global processing is linked to preferences for partitioned (versus combined) prices.

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