Add to ORKGIn order to shed more light upon the effect of pricing for the successful launch of service innovations (SIs), we investigate the effect of a high versus low launch price on perceived price fairness and, ultimately, adoption intention and two potential moderators. In a experiment we find that the negative effect of a high versus a low launch price on price fairness is moderated by consumer innovativeness and expected future price reduction. Furthermore, we find price fairness to mediate the pricing strategy-adoption intention relationship. Results help managers to better design pricing strategies for SIs
To date, research on new product pricing has predominantly been approached as a choice between marke...
This paper empirically examines factors influencing consumers’ evaluation and adoption intention of ...
This paper empirically examines factors influencing consumers’ evaluation and adoption intention of ...
Research has highlighted the importance of the pricing strategy for the successful launch of innov...
The present article explores price fairness perceptions in the specific setting of new product launc...
Researchers typically study the dual role of price on the outcomes of buying a product, i.e., perce...
Prior research suggests that consumers are forgiving of a price increase that is commensurate with i...
Consumers are an important source of innovation. They primarily innovate out of non-monetary motivat...
Factors influencing price fairness and its impact on consumer behavior is one of the most important ...
Despite a recent surge of interest, the subject of pricing in general has received little academic i...
As the service industry continues to grow in all aspects it is becoming clearer that as consumers ha...
Mobile web technology enables discriminatory, or personalized, pricing for many more consumer good c...
Entrepreneurs have to price their innovations under the unpredictability of customers’ reactions. Wh...
The paper presents an experiment testing the hypothesis that, if consumers do not have well defined ...
This paper empirically examines factors influencing consumers' evaluation and adoption intention of ...
To date, research on new product pricing has predominantly been approached as a choice between marke...
This paper empirically examines factors influencing consumers’ evaluation and adoption intention of ...
This paper empirically examines factors influencing consumers’ evaluation and adoption intention of ...
Research has highlighted the importance of the pricing strategy for the successful launch of innov...
The present article explores price fairness perceptions in the specific setting of new product launc...
Researchers typically study the dual role of price on the outcomes of buying a product, i.e., perce...
Prior research suggests that consumers are forgiving of a price increase that is commensurate with i...
Consumers are an important source of innovation. They primarily innovate out of non-monetary motivat...
Factors influencing price fairness and its impact on consumer behavior is one of the most important ...
Despite a recent surge of interest, the subject of pricing in general has received little academic i...
As the service industry continues to grow in all aspects it is becoming clearer that as consumers ha...
Mobile web technology enables discriminatory, or personalized, pricing for many more consumer good c...
Entrepreneurs have to price their innovations under the unpredictability of customers’ reactions. Wh...
The paper presents an experiment testing the hypothesis that, if consumers do not have well defined ...
This paper empirically examines factors influencing consumers' evaluation and adoption intention of ...
To date, research on new product pricing has predominantly been approached as a choice between marke...
This paper empirically examines factors influencing consumers’ evaluation and adoption intention of ...
This paper empirically examines factors influencing consumers’ evaluation and adoption intention of ...