TY - GEN A1 - Heinrich, Ingo A1 - Balanzategui, Daniel A1 - Bens, Oliver A1 - Blasch, Gerald A1 - Blume, Theresa A1 - Böttcher, Falk A1 - Borg, Erik A1 - Brademann, Brian A1 - Brauer, Achim A1 - Conrad, Christopher A1 - Dietze, Elisabeth A1 - Dräger, Nadine A1 - Fiener, Peter A1 - Gerke, Horst H. A1 - Güntner, Andreas A1 - Heine, Iris A1 - Helle, Gerhard A1 - Herbrich, Marcus A1 - Harfenmeister, Katharina A1 - Heußner, Karl-Uwe A1 - Hohmann, Christian A1 - Itzerott, Sibylle A1 - Jurasinski, Gerald A1 - Kaiser, Knut A1 - Kappler, Christoph A1 - Koebsch, Franziska A1 - Liebner, Susanne A1 - Lischeid, Gunnar A1 - Merz, Bruno A1 - Missling, Klaus Dieter A1 - Morgner, Markus A1 - Pinkerneil, Sylvia A1 - Plessen, Birgit A1 - Raab, Thomas A1 - Ruhtz, Thomas A1 - Sachs, Torsten A1 - Sommer, Michael A1 - Spengler, Daniel A1 - Stender, Vivien A1 - Stüve, Peter A1 - Wilken, Florian T1 - Interdisciplinary Geo-ecological Research across Time Scales in the Northeast German Lowland Observatory (TERENO-NE) T2 - Vadose Zone Journal Y1 - 2018 U6 - https://doi.org/10.2136/vzj2018.06.0116 SN - 1539-1663 VL - 17 IS - 1 SP - 1 EP - 25 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 ER - TY - GEN A1 - Dost, Florian A1 - Wilken, Robert A1 - Eisenbeiß, Maik A1 - Skiera, Bernd T1 - On the Edge of Buying – A Targeting Approach Based on Consumers’ Willingness-to-pay Ranges T2 - Journal of Retailing Y1 - 2014 U6 - https://doi.org/10.1016/j.jretai.2014.03.007 SN - 0022-4359 VL - 90 IS - 3 SP - 393 EP - 407 ER - TY - GEN A1 - Maier, Erik A1 - Wilken, Robert A1 - Dost, Florian T1 - The double benefits of consumer certainty: combining risk and range effects T2 - Marketing Letters Y1 - 2015 U6 - https://doi.org/10.1007/s11002-014-9282-5 SN - 1573-059X VL - 26 IS - 4 SP - 473 EP - 488 ER - TY - GEN A1 - Dost, Florian A1 - Wilken, Robert T1 - Measuring Willingness to Pay as a Range, Revisited: When Should We Care? T2 - International Journal of Research in Marketing Y1 - 2012 U6 - https://doi.org/10.1016/j.ijresmar.2011.09.003 SN - 0167-8116 VL - 29 IS - 2 SP - 148 EP - 166 ER - TY - CHAP A1 - Dost, Florian A1 - Wilken, Robert ED - Enke, Margit ED - Geigenmüller, Anja ED - Leischnig, Alexander T1 - A Behavioral Approach to Pricing in Commodity Markets: Dual Processing of Prices within and around Willingness-to-Pay Ranges T2 - Commodity Marketing - Strategies, Concepts, and Cases N2 - Many behavioral heuristics are fast and frugal ways for buyers to cope with uncertainty. Therefore, the extent to which pricing can rely on heuristic consumer reactions depends on the specifics and the extent of uncertainties in the market. In markets with a high degree of commoditization, uncertainties about the product are by definition low. However, as buyers are also uncertain about their own preferences, behavioral approaches can explain consumer reactions to price, even in a context of commoditization. In this chapter, we propose and test a dual process framework for pricing around buyers’ reservation prices. Such a dual process includes both rational and heuristic modes of choice. According to our framework, reactions to prices are more or less influenced by heuristic choice, depending on their relation to a buyers’ reservation price. This framework can explain the interrelations between rational and heuristic modes of choice, willingness-to-pay ranges, and latitudes of price acceptance. We also base a set of pricing and combined price-and-communication strategies on this framework. One interesting implication is that these pricing strategies are specific to target groups among buyers: as preferences and reservation prices are heterogeneous even in commodity markets, there are different potential buyers with a more rational or more heuristic mode of choice, for every price imaginable. KW - WTP range KW - dual process pricing Y1 - 2022 SN - 978-3-030-90656-6 SN - 978-3-030-90657-3 U6 - https://doi.org/10.1007/978-3-030-90657-3_6 SN - 2192-8096 SN - 2192-810X SP - 105 EP - 117 PB - Springer CY - Wiesbaden ET - 1st edition ER - 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 -