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The Moderating Effect of Sense of Power in the Relationship between Assortment Pricing and Satisfaction

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한국마이스관광학회 (Korea MICE Tourism Society)|2021.12|MICE관광연구 (JOURNAL OF MICE & TOURISM RESEARCH)|제21권 제4호|pp. 25-37

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참고문헌

키워드

SatisfactionPricingAssortmentSense of Power

초록

Previous literature in consumer behavior tends to solely focus on the impact of product assortment on behavior intentions, and there is scant research on the topic of assortment pricing. To that end, the current research extends the literature by investigating the influence of power on assortment pricing. Specifically, the current research examines how consumers’ sense of power shapes their preferences and demonstrates that consumers with a low power state prefer parity pricing and, as such pricing minimizes the risk of making a wrong choice. Among customers with a high power state, however, the assortment pricing manipulation had minimal effects. Taken together, these findings add to the relatively scant literature on assortment pricing.

Abstract

Previous literature in consumer behavior tends to solely focus on the impact of product assortment on behavior intentions, and there is scant research on the topic of assortment pricing. To that end, the current research extends the literature by investigating the influence of power on assortment pricing. Specifically, the current research examines how consumers’ sense of power shapes their preferences and demonstrates that consumers with a low power state prefer parity pricing and, as such pricing minimizes the risk of making a wrong choice. Among customers with a high power state, however, the assortment pricing manipulation had minimal effects. Taken together, these findings add to the relatively scant literature on assortment pricing.

참고문헌 (35)

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