Improving pricing scope through consumers’ construal level – evidence based on consumers’ willingness-to-pay ranges - Nomos eLibrary

Die Unternehmung / Improving pricing scope through consumers’ construal level – evidence based on consumers’ willingness-to-pay ranges

Die Unternehmung / Improving pricing scope through consumers’ construal level – evidence based on consumers’ willingness-to-pay ranges

Contents
- Chapter Expand | CollapseAuthorsPage
- Titelei/Inhaltsverzeichnis
- 331–333 Editorial 331–333
- 334–444 Beiträge 334–444
  - 334–348 Der Einfluss der Digitalisierung auf das Preismanagement – Ansatzpunkte, Modelle und Methoden Oliver Roll, Patrick Loh Oliver Roll, Patrick Loh 334–348
  - 349–364 Allocating resources in pricing – which capabilities are worth fostering in the face of AI? Iris Schmutz, Sven Reinecke, Anne-Marie Manole Iris Schmutz, Sven Reinecke, Anne-Marie Manole 349–364
  - 365–383 Improving pricing scope through consumers’ construal level – evidence based on consumers’ willingness-to-pay ranges Karina Isaak, Robert Wilken, Florian Dost, David Bürgin Karina Isaak, Robert Wilken, Florian Dost, David Bürgin 365–383
  - 384–402 Price discount strategies in times of increasing price transparency: How price consciousness and price comparison moderate the effect of discount strategy on store price image Gianluca Scheidegger, Marc Linzmajer, Thomas Rudolph Gianluca Scheidegger, Marc Linzmajer, Thomas Rudolph 384–402
  - 403–425 A dynamic perspective on consumers’ price fairness perception: Empirical evidence from the airline industry Mark Friesen Mark Friesen 403–425
  - 426–444 Fortnite: The business model pattern behind the scene Timo Schöber, Georg Stadtmann Timo Schöber, Georg Stadtmann 426–444
- 445–447 Rezension 445–447
  - Bernd Oestereich und Claudia Schröder: Agile Organisationsentwicklung: Handbuch zum Aufbau anpassungsfähiger Organisationen. ISBN 978 3 8006 6076 6, 264 S., 35,99 EUR, Verlag Vahlen: München 2020. Siegmund Pisarczyk Siegmund Pisarczyk
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Die Unternehmung , page 365 - 383

Improving pricing scope through consumers’ construal level – evidence based on consumers’ willingness-to-pay ranges

Autoren

Karina Isaak Robert Wilken Florian Dost David Bürgin

DOI
- doi.org/10.5771/0042-059X-2020-4-365
- ISSN: 0042-059X
- ISSN online: 2942-318X
Abstract

How can the pricing scope be further leveraged in times of increased price transparency and growing price awareness on the consumer side? To answer this question, this paper uses the concept of willingness-to-pay ranges (as opposed to points). Three quantitative studies show that various marketing activities that allow consumers to assess a product on a more abstract (less concrete) level shift the upper limits of the intervals upwards and thus increase the scope for price setting. These (price) upper limits are particularly high when the central product advantages are emphasized.
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