The effectiveness of life-cycle pricing for consumer durables

Grimmer,M, Miles,MP, Polonsky,MJ and Vocino,A 2015, The effectiveness of life-cycle pricing for consumer durables, Journal of business research, vol. 68, no. 7, pp. 1602-1606, doi: 10.1016/j.jbusres.2015.02.003.

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Title The effectiveness of life-cycle pricing for consumer durables
Author(s) Grimmer,M
Polonsky,MJORCID iD for Polonsky,MJ
Vocino,AORCID iD for Vocino,A
Journal name Journal of business research
Volume number 68
Issue number 7
Start page 1602
End page 1606
Total pages 4
Publisher Elsevier
Place of publication Amsterdam, The Netherlands
Publication date 2015-07
ISSN 0148-2963
Keyword(s) Environmental consumer behavior
Green policy
Life-cycle pricing
Time orientation
Summary This quasi-experimental study examines consumer reactions to including projected energy and carbon costs in print ads for a TV, using an online survey of 2566 Australian consumers. This study determines whether consumers' temporal orientation (past vs. future) moderates these reactions. Participants rate ads that include both energy and carbon costs as the most useful for buying a TV and as having higher perceived value. However, this fact does not affect likelihood of purchase. Participants with a high temporal orientation to the past react less favorably to ads that include carbon costs. This study shows that informing consumers about life-cycle costs does not substantially affect purchase decisions for durable goods but affects perceptions of value and usefulness of pricing information in ads.
Language eng
DOI 10.1016/j.jbusres.2015.02.003
Field of Research 150507 Pricing (incl Consumer Value Estimation)
Socio Economic Objective 900201 Administration and Business Support Services
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2015, Elsevier
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Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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