Iyengar, Raghuram; Jedidi, Kamel; Essegaier, Skander; … - In: Marketing Science 30 (2011) 5, pp. 820-836
Past research in marketing and psychology suggests that pricing structure may influence consumers' perception of value. In the context of two commonly used pricing schemes, pay-per-use and two-part tariff, we evaluate the impact of pricing structure on consumer preferences for access services....