The boomerang effect of zero pricing : when and why a zero price is less effective than a low price for enhancing consumer demand
Xiaomeng Fan, Fengyan Cindy Cai, Galen V. Bodenhausen
| Year of publication: |
2022
|
|---|---|
| Authors: | Fan, Xiaomeng ; Cai, Fengyan Cindy ; Bodenhausen, Galen V. |
| Published in: |
Journal of the Academy of Marketing Science. - Dordrecht : Springer Netherlands, ISSN 1552-7824, ZDB-ID 2067360-7. - Vol. 50.2022, 3, p. 521-537
|
| Subject: | Cognitive scrutiny | Field study | Incidental costs | Low price | Zero price | Konsumentenverhalten | Consumer behaviour | Preis | Price | Preismanagement | Pricing strategy | Theorie | Theory | Niedrigpreisstrategie | Low-cost strategy |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-022-00842-1 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013199126