The framing effects of multipart pricing on consumer purchasing behavior of customized information good bundles

• المؤلفون الرئيسيون: Bockstedt, Jesse C., Goh, Kim Huat
• مؤلفون آخرون: Nanyang Business School
• التنسيق: مقال
• اللغة: English
• منشور في: 2013
• الوصول للمادة أونلاين: https://hdl.handle.net/10356/98833; http://hdl.handle.net/10220/17378
• المؤسسة: Nanyang Technological University

Applying behavioral economic theories, we hypothesize that consumers have sticky reference prices for individual information goods, but their perceived value for customizable bundle offers can be significantly influenced by the framing of a multipart pricing scheme. The potential impacts of these fr...