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The boomerang effect of zero pricing: when and why a zero price is less effective than a low price for enhancing consumer demand
Prior literature has demonstrated the power of zero pricing to boost consumer demand, but the current research shows a novel “boomerang effect”: a zero (vs. low, nonzero) price can lower demand when the offer comes with high incidental costs (e.g., the time cost in commuting to an offline class; the...
| Autores principales: | , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Springer US
2022
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8852885/ https://www.ncbi.nlm.nih.gov/pubmed/35194264 http://dx.doi.org/10.1007/s11747-022-00842-1 |