The Effect of Assortment Pricing on Choice and Satisfaction: The Moderating Role of Consumer Characteristics

被引:9
作者
Choi, Choongbeom [1 ]
Mattila, Anna S. [2 ]
Upneja, Arun [3 ]
机构
[1] Univ Nevada, William F Harrah Coll Hotel Adm, 4505 S Maryland Pkwy, Las Vegas, NV 89154 USA
[2] Penn State Univ, Sch Hospitality Management, Lodging Management, University Pk, PA 16802 USA
[3] Boston Univ, Sch Hospitality Adm, Boston, MA 02215 USA
关键词
assortment pricing; preference uncertainty; health consciousness; field experiment; HEALTH CONSCIOUSNESS; CUE UTILIZATION; SEARCH COSTS; QUALITY; FOOD; INFORMATION; PERCEPTIONS; BEHAVIOR; PERFORMANCE; PREFERENCE;
D O I
10.1177/1938965517730315
中图分类号
F [经济];
学科分类号
02 ;
摘要
Although consumer research has extensively examined the effect of product assortment on consumption choices, relatively little has been done on assortment pricing. To bridge that gap, we demonstrate that consumers react differently to assortments using parity versus differentiation pricing. Study 1, a field experiment, shows that the impact of assortment pricing on choice satisfaction is contingent on the level of uncertainty preference. For individuals with a low level of preference uncertainty, their choice satisfaction was significantly higher when all the menu items were priced at parity. Conversely, choice satisfaction was higher with varied pricing among people with high levels of preference uncertainty. In Study 2, we examine the moderating role of health consciousness on consumer reactions to parity versus differentiation pricing. The findings of Study 2 indicate that health consciousness influences consumer satisfaction with assortment pricing in a context of restaurant menus. Furthermore, findings from a moderated mediation analysis show that choice confidence is the psychological mechanism that underlies these effects. Taken together, these findings add to the relatively scant literature on assortment pricing.
引用
收藏
页码:6 / 14
页数:9
相关论文
共 50 条
[41]   Do consumer ethnocentrism and animosity affect the importance of country-of-origin in dairy products evaluation? The moderating effect of purchase frequency [J].
Yang, Rongbin ;
Ramsaran, Roshnee ;
Wibowo, Santoso .
BRITISH FOOD JOURNAL, 2022, 124 (01) :159-178
[42]   The Effect of Ownership Structure on Disclosure Quality and Credit Ratings in Family Firms: The Moderating Role of Auditor Choice [J].
Chen, Jengfang ;
Chen, Ni-Yun ;
He, Liyu ;
Patel, Chris .
FAMILY BUSINESS REVIEW, 2022, 35 (02) :140-158
[43]   Propensity to use smartbands to engage with brands and the moderating role of the bandwagon effect on satisfaction [J].
Oyedele, Adesegun ;
Goenner, Emily .
JOURNAL OF CONSUMER BEHAVIOUR, 2021, 20 (03) :709-724
[44]   Exploring the Moderating Role of Readers' Perspective in Evaluations of Online Consumer Reviews [J].
Abedin, Ehsan ;
Mendoza, Antonette ;
Karunasekera, Shanika .
JOURNAL OF THEORETICAL AND APPLIED ELECTRONIC COMMERCE RESEARCH, 2021, 16 (07) :3406-3424
[45]   CONSUMER GOALS AND THE SERVICE ENCOUNTER: EVALUATING GOAL IMPORTANCE AND THE MODERATING EFFECT OF GOAL PROGRESS ON SATISFACTION FORMATION [J].
Noone, Breffni M. ;
Mattila, Anna S. .
JOURNAL OF HOSPITALITY & TOURISM RESEARCH, 2010, 34 (02) :247-268
[46]   The effect of task complexity on stated choice processes: The moderating role of cognitive ability [J].
Jang, Sunghoon ;
Rasouli, Soora ;
Timmermans, Harry .
TRANSPORTATION RESEARCH PART E-LOGISTICS AND TRANSPORTATION REVIEW, 2022, 163
[47]   Sustainability, Store Equity, and Satisfaction: The Moderating Effect of Gender in Retailing [J].
Marin-Garcia, Antonio ;
Gil-Saura, Irene ;
Ruiz-Molina, Maria Eugenia ;
Berenguer-Contri, Gloria .
SUSTAINABILITY, 2021, 13 (02) :1-20
[48]   Predictors and outcome of customer satisfaction: moderating effect of social trust [J].
Javed, Sara ;
Rashidin, Md. Salamun ;
Jian, Wang .
DECISION, 2021, 48 (01) :27-48
[49]   Blended Learning and Student Satisfaction: The Moderating Effect of Student Performance [J].
Zeqiri, Jusuf ;
Kareva, Veronika ;
Alija, Sadri .
BUSINESS SYSTEMS RESEARCH JOURNAL, 2021, 12 (02) :79-94
[50]   Research on Consumer Purchasing Channel Choice Based on Product Tolerance: The Mediating Role of Rationalization [J].
Chen, Jinsong ;
Wu, Yumin ;
Jiang, Xue .
FRONTIERS IN PSYCHOLOGY, 2022, 13