Free indulgences: Enhanced zero-price effect for hedonic options

被引：16

作者：

Hossain, Mehdi T. ^{[1
]}

Saini, Ritesh ^{[2
]}

机构：

[1] So Connecticut State Univ, New Haven, CT 06515 USA

[2] Univ Texas Arlington, Arlington, TX 76019 USA

来源：

INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING | 2015年 / 32卷 / 04期

关键词：

Behavioral pricing; Sales promotion; Zero price; Hedonic-utilitarian differences; Affective appraisal; DECISION;

D O I：

10.1016/j.ijresmar.2015.10.001

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

We find that the relative preference of hedonic products is disproportionately enhanced when they are offered at a free price. This "free price bounce" is more subdued for utilitarian products. This is surprising because rational choice theory posits that relative preference amidst two options - say a hedonic and a utilitarian product - remains intact as long as the price difference between them is constant. We propose and demonstrate that this axiom is violated when a hedonic product is offered for free. (C) 2015 Elsevier B.V. All rights reserved.

引用

页码：457 / 460

页数：4

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