I do not want to set my own price! Indirect effects of emotions and moderation effects of skepticism explain reduced use intentions towards participative pricing models.

ABSTRACT: Participative pricing models (i.e., auction, reverse auction, pay-what-you-want) have grown in importance compared to classical, non-participative pricing models (i.e., fixed price, discount). This study examined (1) relative use intentions regarding different (non-) participative pricing models, (2) the emotional responses triggered by the pricing models and influencing consumers' use intentions, and (3) the moderating role of individual skepticism in this context. A between-subjects experiment (N = 505) with five groups, manipulating participative (auction, reverse auction, and pay-what-you-want) and non-participative (fixed price and discount) pricing models, detected reduced use intentions towards participative compared to non-participative pricing models. Even though participative pri

SUBMITTER: Wittstock-Lang R 

PROVIDER: S-EPMC9928114 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature