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The Role of Price When Products are Really New:Single, Dual, or multiple?
Feurer, Sven
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Schuhmacher, Monika C.
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Kuester, Sabine
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URL:
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http://pandora.nla.gov.au/pan/25410/20140311-1105/...
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Additional URL:
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http://pandora.nla.gov.au/pan/25410/20140311-1105/...
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Document Type:
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Conference or workshop publication
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Year of publication:
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2013
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The title of a journal, publication series:
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ANZMAC Conference Proceedings
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Page range:
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Paper 111
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Conference title:
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ANZMAC 2013
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Location of the conference venue:
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Auckland, NZ
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Date of the conference:
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December 1-4, 2013
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Place of publication:
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Dunedin, NZ
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Publishing house:
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Australia-New Zealand Marketing Academy
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ISSN:
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1447-3275
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Publication language:
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English
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Institution:
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Business School > ABWL, Marketing & Innovation (Kuester)
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Subject:
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330 Economics
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Abstract:
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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.
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 | Dieser Eintrag ist Teil der Universitätsbibliographie. |
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