Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
5033703 | International Journal of Research in Marketing | 2016 | 6 Pages |
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.
Related Topics
Social Sciences and Humanities
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Marketing
Authors
Elisa Baumbach,