IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v33y2016i3p689-694.html
   My bibliography  Save this article

The zero-price effect in a multicomponent product context

Author

Listed:
  • Baumbach, Elisa

Abstract

This study replicates and extends prior research from single product contexts and multicomponent product contexts on the zero-price effect, i.e., an overproportional increase in demand when formerly priced products are offered for free. The results reconfirm that the zero-price effect is based on consumers' emotional responses to the price of zero. The increased positive affect does translate into the zero-price effect in a high-price multicomponent product context but not in a high-price single product context. Interestingly, additional information on the price ratio of the offered products nullifies the zero-price effect in the high-price multicomponent product context.

Suggested Citation

  • Baumbach, Elisa, 2016. "The zero-price effect in a multicomponent product context," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 689-694.
    • Handle: RePEc:eee:ijrema:v:33:y:2016:i:3:p:689-694
    DOI: 10.1016/j.ijresmar.2016.01.009
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167811616300337
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijresmar.2016.01.009?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Kristina Shampanier & Nina Mazar & Dan Ariely, 2007. "Zero as a Special Price: The True Value of Free Products," Marketing Science, INFORMS, vol. 26(6), pages 742-757, 11-12.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Xiaomeng Fan & Fengyan Cindy Cai & Galen V. Bodenhausen, 2022. "The boomerang effect of zero pricing: when and why a zero price is less effective than a low price for enhancing consumer demand," Journal of the Academy of Marketing Science, Springer, vol. 50(3), pages 521-537, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Greiff, Matthias & Egbert, Henrik, 2016. "A Survey of the Empirical Evidence on PWYW Pricing," MPRA Paper 68693, University Library of Munich, Germany.
    2. Kenju Kamei & Louis Putterman, 2018. "Reputation Transmission Without Benefit To The Reporter: A Behavioral Underpinning Of Markets In Experimental Focus," Economic Inquiry, Western Economic Association International, vol. 56(1), pages 158-172, January.
    3. Cinzia Battistella & Gianluca Murgia & Fabio Nonino, 2021. "Free-driven web-based business models," Electronic Commerce Research, Springer, vol. 21(2), pages 445-486, June.
    4. Bull, Owen & Muñoz, Juan Carlos & Silva, Hugo E., 2021. "The impact of fare-free public transport on travel behavior: Evidence from a randomized controlled trial," Regional Science and Urban Economics, Elsevier, vol. 86(C).
    5. Wardley, Marcus & Alberhasky, Max, 2021. "Framing zero: Why losing nothing is better than gaining nothing," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 90(C).
    6. Driouchi, Ahmed & Chetioui, Youssef & Baddou, Meryem, 2011. "How zero price affects demand?: experimental evidence from the Moroccan telecommunication market," MPRA Paper 32352, University Library of Munich, Germany, revised 20 Jul 2011.
    7. Ramalingam, Abhijit & Godoy, Sara & Morales, Antonio J. & Walker, James M., 2016. "An individualistic approach to institution formation in public good games," Journal of Economic Behavior & Organization, Elsevier, vol. 129(C), pages 18-36.
    8. Rudy Douven & Ron van der Heijden & Thomas McGuire & Erik Schut, 2017. "Premium levels and demand response in health insurance: relative thinking and zero-price effects," CPB Discussion Paper 366, CPB Netherlands Bureau for Economic Policy Analysis.
    9. Mao, Wen, 2016. "Sometimes “Fee” Is Better Than “Free”: Token Promotional Pricing and Consumer Reactions to Price Promotion Offering Product Upgrades," Journal of Retailing, Elsevier, vol. 92(2), pages 173-184.
    10. Nina Mazar & Kristina Shampanier & Dan Ariely, 2017. "When Retailing and Las Vegas Meet: Probabilistic Free Price Promotions," Management Science, INFORMS, vol. 63(1), pages 250-266, January.
    11. Kamei, Kenju, 2020. "Voluntary disclosure of information and cooperation in simultaneous-move economic interactions," Journal of Economic Behavior & Organization, Elsevier, vol. 171(C), pages 234-246.
    12. Gordon-Hecker, Tom & Pittarello, Andrea & Shalvi, Shaul & Roskes, Marieke, 2020. "Buy-one-get-one-free deals attract more attention than percentage deals," Journal of Business Research, Elsevier, vol. 111(C), pages 128-134.
    13. Elahi, Ehsan & Lamba, Narasimha & Ramaswamy, Chinthana, 2013. "How can we improve the performance of supply chain contracts? An experimental study," International Journal of Production Economics, Elsevier, vol. 142(1), pages 146-157.
    14. Christoph Carnehl & Maximilian Schaefer & André Stenzel & Kevin Ducbao Tran, 2022. "Value for Money and Selection: How Pricing Affects Airbnb Ratings," Working Papers 684, IGIER (Innocenzo Gasparini Institute for Economic Research), Bocconi University.
    15. Aileen Heinberg & Angela Hung & Arie Kapteyn & Annamaria Lusardi & Anya Savikhin Samek & Joanne Yoong, 2014. "Five steps to planning success: experimental evidence from US households," Oxford Review of Economic Policy, Oxford University Press and Oxford Review of Economic Policy Limited, vol. 30(4), pages 697-724.
    16. repec:diw:diwwpp:dp1888 is not listed on IDEAS
    17. Schuster, Emanuel & Spann, Martin, 2024. "Pay today, or delay the pay: Consumer preference for double flat-rate pricing plans," Journal of Business Research, Elsevier, vol. 182(C).
    18. Elspeth Kirkman, 2019. "Free riding or discounted riding? How the framing of a bike share offer impacts offer-redemption," Journal of Behavioral Public Administration, Center for Experimental and Behavioral Public Administration, vol. 2(2).
    19. Joey van Angeren & Govert Vroom & Brian T. McCann & Ksenia Podoynitsyna & Fred Langerak, 2022. "Optimal distinctiveness across revenue models: Performance effects of differentiation of paid and free products in a mobile app market," Strategic Management Journal, Wiley Blackwell, vol. 43(10), pages 2066-2100, October.
    20. Shosh Shahrabani & Uri Benzion, 2010. "Workplace Vaccination and Other Factors Impacting Influenza Vaccination Decision among Employees in Israel," IJERPH, MDPI, vol. 7(3), pages 1-17, March.
    21. Liran Einav & Theresa Kuchler & Jonathan Levin & Neel Sundaresan, 2015. "Assessing Sale Strategies in Online Markets Using Matched Listings," American Economic Journal: Microeconomics, American Economic Association, vol. 7(2), pages 215-247, May.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:33:y:2016:i:3:p:689-694. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.