Effects of price reframing tactics on consumer perceptions
Effects of price reframing tactics on consumer perceptions
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DOI：
10.1016/j.jretconser.2016.09.009
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发表时间：
2017-01-01
影响因子：
10.4
通讯作者：
Shirai, Miyuri
中科院分区：
文献类型：
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作者：
Shirai, Miyuri
本文比较了三种定价策略对不同消费者感知的影响，即价格时间重构（TRP）、基于测量的单位定价（UP）和基于使用的UP。虽然这些策略是相似的，因为他们都重新制定零售价格，以一个较小的数额，也存在不同的单位用于计算这些重新制定的价格不同。本文通过实验室实验对这三种类型的广告语进行了比较。结果表明，使用为基础的UP提供了最有益的信息，为消费者，但是，使用为基础的UP和TRP之间的差异并不显着。
This article compares the effects of three pricing tactics temporal reframing of prices (TRP), measure-based unit pricing (UP), and usage-based UP on various consumer perceptions. Although these tactics are similar as they all reframe retail prices to a smaller amount, dissimilarity also exists as the respective units used for calculating these reframed prices differ. A laboratory experiment was performed to draw comparisons among the three types in a context of print advertisement. The results suggest that usage-based UP provided the most beneficial information for consumers; however, the differences between usage-based UP and TRP were not substantial.