Researchers typically study the dual role of price on the outcomes of buying a product, i.e.,
perceived quality and perceived monetary sacrifice. For really new products (RNPs), it is
appropriate to shift the focus to uncertainties related to these outcomes. Uncertainties are
key features of RNPs and constitute barriers to adopt. In an online experiment (N=278), we
investigate the effect of launch price on adoption intention through five important
uncertainties. When targeting the mass market, the only sign ificant indirect effect is
negative and through financial uncertainties. However, when targeting innovators, the
indirect effect becomes insignificant. Our results challenge conventional wisdom related to
the dual role of price and helps managers to make better pricing decisions for RNPs.
Dieser Eintrag ist Teil der Universitätsbibliographie.
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