@article{2020:isaak:improving_,
title = {Improving pricing scope through consumers’ construal level – evidence based on consumers’ willingness-to-pay ranges},
year = {2020},
note = {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.},
journal = {Die Unternehmung},
pages = {365--383},
author = {Isaak, Karina and Wilken, Robert and Dost, Florian and Bürgin, David},
volume = {74},
number = {4}
}