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The effectiveness of life-cycle pricing for consumer durables
journal contribution
posted on 2023-05-18, 09:51 authored by Martin GrimmerMartin Grimmer, Miles, MP, Polonsky, MJ, Vocino, AThis 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.
History
Publication title
Journal of Business ResearchVolume
68Pagination
1602-1606ISSN
0148-2963Department/School
College Office - College of Business and EconomicsPublisher
Elsevier Science IncPlace of publication
United StatesRights statement
Copyright 2015 2015 Elsevier Inc.Repository Status
- Restricted