Journal of Consumer Psychology
Partitioned pricing is a widely used pricing strategy, but little is known about the buyer characteristics that influence its effectiveness. The current research contributes to the pricing literature by investigating the impact of regulatory focus on the perceived attractiveness of partitioned and combined pricing. In four studies, we hypothesized and found support for the idea that promotion focused individuals perceive partitioned prices to be more attractive than combined prices, while prevention focused individuals do not differentiate between the two pricing types. Our results also show that regulatory focus influences consumers' information processing style, which in turn leads to important differences in attitudes towards partitioned and combined pricing. Specifically, promotion focused consumers are more likely to engage in global processing and global processing is linked to preferences for partitioned (versus combined) prices.
Lee, K., Choi, J., Li, Y. J. (2014). Regulatory Focus as a Predictor of Attitudes Toward Partitioned and Combined Pricing. Journal of Consumer Psychology, 24(3), pp. 355–362.
NOTICE: this is the author’s version of a work that was accepted for publication in Journal of Consumer Psychology. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Consumer Psychology, 24, 3, (2014), DOI:10.1016/j.jcps.2014.01.001