The zero-price effect in a multicomponent product context

• Autores: Elisa Baumbach
• Localización: International journal of research in marketing, ISSN 0167-8116, Vol. 33, Nº 3, 2016, págs. 689-694
• Idioma: inglés
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• Resumen

  • Abstract This study replicates and extends prior research from single product contexts and multicomponent product contexts on the zero-price effect, i.e., an overproportional increase in demand when formerly priced products are offered for free. The results reconfirm that the zero-price effect is based on consumers' emotional responses to the price of zero. The increased positive affect does translate into the zero-price effect in a high-price multicomponent product context but not in a high-price single product context. Interestingly, additional information on the price ratio of the offered products nullifies the zero-price effect in the high-price multicomponent product context.