Battle royal: Zero-price effect vs relative vs referent thinking
| dc.contributor.author | Nicolau, Juan Luis | en |
| dc.date.accessioned | 2024-07-31T17:32:11Z | en |
| dc.date.available | 2024-07-31T17:32:11Z | en |
| dc.date.issued | 2012-03-17 | en |
| dc.description.abstract | This article confronts three psychological influences: relative thinking, referent thinking, and the zero-price effect. The experiment conducted in the context of bundles with complementary components, confirms previous evidence around the dominance patterns between relative and referent thinking when the bargain is a discount; however, when the discount is changed to a free product (worth the same as the discount), the zero-price effect arises. Specifically: (1) if actual price coincides with expected price, relative thinking is the norm, unless the zero-price effect appears; (2) if actual price moderately deviates from expected price, referent thinking is superior to any other effects, relative thinking and the zero-price effect; and (3) if the deviation is extreme, a battle royal among influences takes place: relative thinking beats referent thinking as long as the zero-price effect does not appear. If the zero-price effect is present, it will cancel referent thinking and reverse relative thinking. | en |
| dc.description.version | Accepted version | en |
| dc.format.extent | Pages 661-669 | en |
| dc.format.extent | 9 page(s) | en |
| dc.format.mimetype | application/pdf | en |
| dc.identifier.doi | https://doi.org/10.1007/s11002-012-9169-2 | en |
| dc.identifier.eissn | 1573-059X | en |
| dc.identifier.issn | 0923-0645 | en |
| dc.identifier.issue | 3 | en |
| dc.identifier.orcid | Nicolau Gonzalbez, Juan [0000-0003-0048-2823] | en |
| dc.identifier.uri | https://hdl.handle.net/10919/120804 | en |
| dc.identifier.volume | 23 | en |
| dc.language.iso | en | en |
| dc.publisher | Springer | en |
| dc.relation.uri | http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000306733900011&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=930d57c9ac61a043676db62af60056c1 | en |
| dc.rights | Creative Commons Attribution 4.0 International | en |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | en |
| dc.subject | Relative thinking | en |
| dc.subject | Referent thinking | en |
| dc.subject | Zero-price effect | en |
| dc.title | Battle royal: Zero-price effect vs relative vs referent thinking | en |
| dc.title.serial | Marketing Letters | en |
| dc.type | Article - Refereed | en |
| dc.type.dcmitype | Text | en |
| dc.type.other | Article | en |
| dc.type.other | Journal | en |
| pubs.organisational-group | /Virginia Tech | en |
| pubs.organisational-group | /Virginia Tech/Pamplin College of Business | en |
| pubs.organisational-group | /Virginia Tech/Pamplin College of Business/Hospitality and Tourism Management | en |
| pubs.organisational-group | /Virginia Tech/All T&R Faculty | en |
| pubs.organisational-group | /Virginia Tech/Pamplin College of Business/PCOB T&R Faculty | en |