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The effectiveness of life-cycle pricing for consumer durables

Citation

Grimmer, M and Miles, MP and Polonsky, MJ and Vocino, A, The effectiveness of life-cycle pricing for consumer durables, Journal of Business Research, 68 pp. 1602-1606. ISSN 0148-2963 (2015) [Refereed Article]

Copyright Statement

Copyright 2015 2015 Elsevier Inc.

DOI: doi:10.1016/j.jbusres.2015.02.003

Abstract

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 themost useful for buying a TV and as having higher perceived value. However, this fact does not affect likelihood of purchase. Participantswith 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.

Item Details

Item Type:Refereed Article
Keywords:Environmental consumer behavior, Life-cycle pricing, Time orientation, Green policy
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing Management (incl. Strategy and Customer Relations)
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
Author:Grimmer, M (Associate Professor Martin Grimmer)
ID Code:100345
Year Published:2015
Deposited By:Faculty of Business
Deposited On:2015-05-12
Last Modified:2016-02-23
Downloads:0

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