TY - GEN A1 - Isaak, Karina A1 - Wilken, Robert A1 - Dost, Florian A1 - Bürgin, David T1 - Improving pricing scope through consumers’ construal level – evidence based on consumers’ willingness-to-pay ranges T2 - Die Unternehmung N2 - How can the pricing scope be further leveraged in times of increased price transparency and growing price awareness on the consumer side? To answer this question, this paper uses the concept of willingness-to-pay ranges (as opposed to points). Three quantit� ative studies show that various marketing activities that allow con� sumers to assess a product on a more abstract (less concrete) level shift the upper limits of the intervals upwards and thus increase the scope for price setting. These (price) upper limits are particularly high when the central product advantages are emphasized. Y1 - 2020 U6 - https://doi.org/10.5771/0042-059X-2020-4-365 SN - 0042-059X SN - 0042-059x VL - 74 IS - 4 SP - 365 EP - 383 ER - TY - GEN A1 - Wilken, Robert A1 - Schmitt, Julien A1 - Dost, Florian A1 - Bürgin, David T1 - Does the presentation of true costs at the point of purchase nudge consumers toward sustainable product options? T2 - Marketing Letters N2 - Do true cost campaigns (TCCs)—which display prices at the point of purchase that include social and environmental negative externalities—nudge consumers toward more expensive sustainable products? From a theoretical point of view, the answer is promising: Communicating true costs means introducing external reference prices that provide a benchmark for consumers to assess price acceptability. Showing true costs triggers a general reference to the price of sustainability, and the higher price of sustainable products becomes at least partially explained by their lower “hidden costs” (i.e., costs to compensate for all environmental and social impacts). In two empirical studies, we demonstrate that for TCCs to be effective, the hidden costs for the sustainable products must be lower than those for the conventional alternatives. Interestingly, under this condition, TCCs have an effect in markets characterized by a larger (study 1) and a smaller (study 2) green gap. In both studies, we find that increased perceived price fairness explains the effect of TCCs, as measured by the relative preference for the sustainable compared to the conventional product. In addition, we see that the price difference between the two products plays a significant role in forming this preference judgment, independent of other factors included in the model and especially independent of TCC. KW - Marketing KW - Economics and Econometrics KW - Business and International Management Y1 - 2024 U6 - https://doi.org/10.1007/s11002-023-09713-3 SN - 0923-0645 SP - 1 EP - 14 PB - Springer CY - Berlin ER -