The zero-price effect in a multicomponent product context

This study replicates and extends prior research from single product contexts and multicomponent product contexts on the zero-price effect, i.e., an overproportional increase in demand when formerly priced products are offered for free. The results reconfirm that the zero-price effect is based on co...

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Veröffentlicht in:	International journal of research in marketing 2016-09, Vol.33 (3), p.689-694
1. Verfasser:	Baumbach, Elisa
Format:	Artikel
Sprache:	eng
Schlagworte:	Behavioral pricing Bundle Consumer behavior Demand Emotions Price Price affect Price variance Studies Zero-price effect
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creator	Baumbach, Elisa
description	This study replicates and extends prior research from single product contexts and multicomponent product contexts on the zero-price effect, i.e., an overproportional increase in demand when formerly priced products are offered for free. The results reconfirm that the zero-price effect is based on consumers' emotional responses to the price of zero. The increased positive affect does translate into the zero-price effect in a high-price multicomponent product context but not in a high-price single product context. Interestingly, additional information on the price ratio of the offered products nullifies the zero-price effect in the high-price multicomponent product context.
doi_str_mv	10.1016/j.ijresmar.2016.01.009
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subjects	Behavioral pricing Bundle Consumer behavior Demand Emotions Price Price affect Price variance Studies Zero-price effect
title	The zero-price effect in a multicomponent product context
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