Price Surcharge And The Effects Of Construal Level

ASU Author/Contributor (non-ASU co-authors, if there are any, appear on document)
Pia A. Albinsson PhD, Associate Professor (Creator)
Neel Das PhD, Associate Professor (Contributor)
Appalachian State University (ASU )
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Abstract: The growth of ecommerce has increased the importance of providing efficient pricing information in online offerings. We examine consumers’ inherent construal level to understand effectiveness of partitioned versus combined online pricing strategies. In two studies we investigate a scenario where an individual’s construal level moderates the effectiveness of the pricing format (partitioned versus combined) on perceived value and purchase intention. Building on prior partitioned pricing research our first study uses a reasonable surcharge amount and our second study uses an unreasonable surcharge amount. Our results provide evidence that consumers evaluate online product offerings differently depending on their inherent construal level.

Additional Information

Albinsson, P., Burman, B., & Das, N. (2010). Price Surcharge and the Effects of Construal Level. Journal of Applied Business and Economics, Vol. 11(4) 2010. Publisher version of record available at:
Language: English
Date: 2010
e-commerce, pricing strategies, surcharge, online products

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