Does demand fall when customers perceive that prices are unfair? The case of premium pricing for large sizes

被引：62

作者：

Anderson, Eric T. ^{[1
]}

Simester, Duncan I. ^{[2
]}

机构：

[1] NW Univ, Kellogg Sch Management, Evanston, IL 60208 USA

[2] MIT, Alfred P Sloan Sch Management, Cambridge, MA 02142 USA

来源：

MARKETING SCIENCE | 2008年 / 27卷 / 03期

关键词：

product line pricing; price discrimination; fairness; price promotion; experimental economics;

D O I：

10.1287/mksc.1070.0323

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

We analyze a large-scale field test conducted with a mail-order catalog firm to investigate how customers react to premium prices for larger sizes of women's apparel. We find that customers who demand large sizes react unfavorably to paying a higher price than customers for small sizes. Further investigation suggests that these consumers perceive that the price premium is unfair. Overall, premium pricing led to a 6% to 8% decrease in gross profits.

引用

页码：492 / 500

页数：9

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