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How self-construal guides preference for partitioned versus combined pricing

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  • Das, Gopal
  • Roy, Rajat

Abstract

Marketers often offer equivalent pricing options by charging a base price and surcharges (partitioned pricing), or alternately offering a single price (combined pricing). The current study examines the systematic impact of a person's activated self-construal on the evaluation of product offers made under these alternate pricing frames. Findings from three experiments show that individuals with independent self-construal lean towards global processing and exhibit higher attractiveness and purchase intention for a product offered under partitioned (versus combined) pricing. Furthermore, moderated mediation results show that the interaction effects of self-construal and pricing type on attractiveness and purchase intention are mediated by less effortful processing of pricing information. These results contribute to the pricing and self-construal literature. The results of this study may also help managers develop appropriate pricing strategies targeting different consumer segments.

Suggested Citation

  • Das, Gopal & Roy, Rajat, 2019. "How self-construal guides preference for partitioned versus combined pricing," Journal of Business Research, Elsevier, vol. 101(C), pages 152-160.
    • Handle: RePEc:eee:jbrese:v:101:y:2019:i:c:p:152-160
    DOI: 10.1016/j.jbusres.2019.04.026
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    Citations

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    Cited by:

    1. Das, Gopal & Roy, Rajat & Naidoo, Vik, 2020. "When do consumers prefer partitioned prices? The role of mood and pricing tactic persuasion knowledge," Journal of Business Research, Elsevier, vol. 116(C), pages 60-67.
    2. Hsiang-Ming Lee & Ya-Hui Hsu & Tsai Chen, 2020. "The Moderating Effects of Self-Referencing and Relational-Interdependent Self-Construal in Anti-Smoking Advertising for Adolescents," IJERPH, MDPI, vol. 17(22), pages 1-19, November.
    3. Rabbanee, Fazlul K. & Roy, Rajat & Sharma, Piyush, 2022. "Contextual differences in the moderating effects of price consciousness and social desirability in pay-what-you-want (PWYW) pricing," Journal of Business Research, Elsevier, vol. 141(C), pages 13-25.
    4. Roy, Rajat & Das, Gopal, 2022. "The role of contextual factors in increasing Pay-What-You-Want payments: Evidence from field experiments," Journal of Business Research, Elsevier, vol. 139(C), pages 1540-1552.
    5. Wenkun Zhang & Yanan Wang & Tao Zhang, 2021. "Can “Live Streaming†Really Drive Visitors to the Destination? From the Aspect of “Social Presenceâ€," SAGE Open, , vol. 11(1), pages 21582440211, March.
    6. Hou, Chenxuan & Sarigöllü, Emine, 2022. "Is bigger better? How the scale effect influences green purchase intention: The case of washing machine," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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