New product pricing strategy under customer asymmetric anchoring

被引：14

作者：

Park, Joo Heon ^{[2
]}

MacLachlan, Douglas L. ^{[1
]}

Love, Edwin ^{[3
]}

机构：

[1] Univ Washington, Dept Mkt & Int Business, Michael G Foster Sch Business, Seattle, WA 98195 USA

[2] Dongduk Womens Univ, Dept Econ, Seoul 136714, South Korea

[3] Western Washington Univ, Dept Finance & Mkt, Bellingham, WA 98225 USA

来源：

INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING | 2011年 / 28卷 / 04期

关键词：

New product pricing; Willingness to pay; Anchoring mechanisms; Price strategy; WILLINGNESS-TO-PAY; CONTINGENT-VALUATION; DICHOTOMOUS-CHOICE; BRAND CHOICE; REFERENCE PRICES; LOSS AVERSION; PUBLIC-GOODS; CONSUMER; PERCEPTIONS; QUESTIONS;

D O I：

10.1016/j.ijresmar.2011.04.003

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Potential customers' willingness to pay (WTP) for a new product can be affected by their observing a posted price and this can be modeled in terms of an anchoring mechanism. A theoretical argument and mathematical proof are developed, showing that if customers use an asymmetric WTP anchoring mechanism, it will normally be optimal for firms to price higher than otherwise. Experimental evidence is provided supporting the notion that an asymmetric anchoring mechanism can be involved in purchase decisions. (C) 2011 Elsevier B.V. All rights reserved.

引用

页码：309 / 318

页数：10

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