The zero-price effect in a multicomponent product context

Konya-Baumbach, Elisa (2016). The zero-price effect in a multicomponent product context International Journal of Research in Marketing, 33(3), pp. 689-694. Elsevier

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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.

Item Type:	Journal Article (Original Article)
Division/Institute:	Business School > Institute for Marketing & Global Management > Marketing Business School
Name:	Konya-Baumbach, Elisa
ISSN:	0167-8116
Publisher:	Elsevier
Language:	English
Submitter:	Elisa Konya-Baumbach
Date Deposited:	01 Mar 2023 13:50
Last Modified:	01 Mar 2023 13:50
Uncontrolled Keywords:	Zero-price effect Price affect Bundle Behavioral pricing Emotions Price
ARBOR DOI:	10.24451/arbor.18874
URI:	https://arbor.bfh.ch/id/eprint/18874