Free indulgences: Enhanced zero-price effect for hedonic options

被引：14
|
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.
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页码：457 / 460
页数：4
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