The Role of Price When Products are Really New:Single, Dual, or multiple?

Feurer, Sven ; Schuhmacher, Monika C. ; Kuester, Sabine

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Document Type: Conference or workshop publication
Year of publication: 2013
The title of a journal, publication series: ANZMAC Conference Proceedings
Page range: Paper 111
Conference title: ANZMAC 2013
Location of the conference venue: Auckland, NZ
Date of the conference: December 1-4, 2013
Place of publication: Dunedin, NZ
Publishing house: Australia-New Zealand Marketing Academy
ISSN: 1447-3275
Publication language: English
Institution: Business School > Marketing & Innovation (Kuester 2005-)
Subject: 330 Economics
Abstract: 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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