特定类别的时间框架对价格时间重构的影响

IF 4.4 3区 管理学 Q2 BUSINESS
Miri Chung, Daniel A. Sheinin
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引用次数: 0

摘要

价格的时间重构(TRP)是一种将产品或服务的总成本以更小、更细分的金额(如每天 1 美元,而不是总计 365 美元)呈现的策略,本研究探讨了价格的时间重构的效果,以及它可能会加剧消费者被误导的感觉,从而对他们对产品的态度产生负面影响。以往的研究强调了TRP的益处,如通过启发式信息处理降低感知成本和提高感知收益,而本研究则以启发式信息处理与系统信息处理理论和归因理论为基础,探讨TRP是否会因偏离传统的特定类别定价时间框架而增加被操纵感。通过两个实验,我们发现这种偏离可能会促使消费者认为 TRP 具有操纵性,从而增加被误导的感觉,尤其是在较高的价格水平上,而较低的价格水平则会减少对营销者意图的审查。此外,本研究还表明,被误导的感觉在价格信息的呈现与产品态度之间起到了中介作用,从而凸显了采用 TRP 策略的潜在风险。本文讨论了实施 TRP 的最佳情况,旨在有效引导 TRP 的战略使用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The effect of category‐specific temporal frame on temporal reframing of price
This study explores the effects of temporal reframing of price (TRP), a strategy presenting the total cost of a product or service in smaller, segmented amounts (e.g., $1 per day rather than $365 in total), and its potential to intensify consumers' feelings of being misled, thereby negatively impacting their attitudes toward the product. While previous research has underscored the benefits of TRP, such as lowering perceived costs and enhancing perceived benefits through heuristic information processing, the current study, informed by theories of heuristic versus systematic processing and attribution theory, investigates whether TRP leads to increased feelings of manipulation by deviating from conventional category‐specific temporal frames of pricing. Through two experiments, we find that such deviations may prompt consumers to view TRP as manipulative, subsequently heightening feelings of being misled, especially at higher price levels, whereas lower price levels could diminish the scrutiny applied to marketers' intentions. Additionally, this study demonstrates that feelings of being misled mediate the relationship between the presentation of price information and product attitude, highlighting the potential risks of employing TRP strategies. The paper discusses optimal situations for implementing TRP, aiming to navigate its strategic use effectively.
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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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