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Improving pricing scope through consumers’ construal level – evidence based on consumers’ willingness-to-pay ranges

  • 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.

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Metadaten
Author: Karina Isaak, Robert WilkenORCiD, Florian DostORCiD, David Bürgin
DOI:https://doi.org/10.5771/0042-059X-2020-4-365
ISSN:0042-059X
ISSN:0042-059x
Title of the source (English):Die Unternehmung
Document Type:Scientific journal article peer-reviewed
Language:English
Year of publication:2020
Volume/Year:74
Issue number:4
First Page:365
Last Page:383
Faculty/Chair:Fakultät 5 Wirtschaft, Recht und Gesellschaft / FG ABWL, insbesondere Marketing
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