Abstract
Although there is a general consensus that consumers react differently to partitioned versus consolidated presentation of the same price, questions remain as to what psychological mechanisms drive the observed price framing effect in consumer evaluation and demand. Building upon previous research on price partitioning, we put forward an integrated framework of partitioned price processing that helps differentiate among various psychological mechanisms responsible for the price framing effect. We suggest that although multiple processing pathways coexist when facing a partitioned price, an individual will take a particular route to process a partitioned price depending on his or her perceptions on the salience, diagnosticity, importance, processing difficulty, and integrativeness of the secondary price component (SPC). Furthermore, we incorporated several individual difference variables such as need for cognition, regulatory focus, and brand affect into our framework and discussed their interactions with the SPC’s characteristics in altering a consumer’s choice of processing strategies.
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Wang, S. (2018). The Psychological Mechanisms for Processing Partitioned Price: An Integrated Framework: An Abstract. In: Rossi, P., Krey, N. (eds) Marketing Transformation: Marketing Practice in an Ever Changing World. AMSWMC 2017. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-68750-6_54
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DOI: https://doi.org/10.1007/978-3-319-68750-6_54
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Online ISBN: 978-3-319-68750-6
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