Price-Framing Effects on the Purchase of Hedonic and Utilitarian Bundles
نویسندگان
چکیده
Vol. XLVII (December 2010), 1090 –1099 *Uzma Khan is Assistant Professor of Marketing, Graduate School of Business, Stanford University (e-mail: [email protected]). Ravi Dhar is George Rogers Clark Professor of Management and Marketing, Yale School of Management, Yale University (e-mail: [email protected]). The authors thank Nathan Novemsky, Zakary Tormala, Harikesh Nair, Jiwoong Shin, and the two anonymous JMR reviewers for their helpful comments. Darren Dahl served as guest editor and Chris Janiszewski served as associate editor for this article. UZMA KHAN and RAVI DHAR*
منابع مشابه
The effects of promotions on hedonic versus utilitarian purchases
Because it is harder to justify hedonic purchases than utilitarian purchases, it is proposed that promotions will have a stronger positive effect on the purchase likelihood of hedonic than utilitarian products. This and related propositions are tested in multiple studies using a variety of product categories and promotions. The results demonstrate that promotions are more effective in driving p...
متن کاملUnderstanding customers' repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk
Customer loyalty or repeat purchasing is critical for the survival and success of any store. By focusing on online stores, this study investigates the repeat purchase intention of experienced online buyers based on means-end chain theory and prospect theory. In the research model, both utilitarian value and hedonic value are hypothesised to affect repeat purchase intention positively. Perceived...
متن کاملThe online framing effect: the moderating role of warning, brand familiarity, and product type
This study reports on an experiment that examined the framing effect on online consumer purchase intention. A 2 (attribute framing: positive/negative) x 2 (warning: text-based/graphic-based) x 2 (brand familiarity: familiar/unfamiliar) x 2 (product type: utilitarian/hedonic product) online experiment was conducted. The results demonstrate a significant framing effect, in that subjects in the po...
متن کاملModeling utilitarian-hedonic dual mediation (UHDM) in the purchase and use of games
Purpose – It is assumed that consumers consume games to experience hedonic and utilitarian value. However, there is no conceptual model or empirical evidence that supports this hypothesis in the game context or clarifies whether these consumption values have dual mediated or individual effects. Therefore, the purpose of this research is to model the relationship between hedonic and utilitarian ...
متن کاملExamining the Moderating Role of Gender on the Relationship between the Benefits of Sales Promotion and Consumer Perception
Is the impact of sales promotion on consumer perception mediated by its hedonic and utilitarian benefits in the context of Indian consumers? Is gender having a moderating impact on the relationship between the benefits of sales promotion and consumer perception? Authors examined both questions using a partial least square structural equation modeling (PLS-SEM). Findings revealed that hedonic ...
متن کامل