Endre søk
Link to record
Permanent link

Direct link
BETA
Wrenne, Anders
Publikasjoner (1 av 1) Visa alla publikasjoner
Sällberg, H., Wrenne, A. & Blomqvist, J. (2014). The zero-price effect extended: An empirical study of multi-component online mobile services. In: : . Paper presented at 47th Academy of Marketing Conference, Bournemouth.
Åpne denne publikasjonen i ny fane eller vindu >>The zero-price effect extended: An empirical study of multi-component online mobile services
2014 (engelsk)Konferansepaper, Publicerat paper (Fagfellevurdert)
Abstract [en]

The zero‐price effect implies that people forgo a favourable option for a free one, not only because the free one brings no cost but also because it creates a higher positive feeling which people use in making decisions. We extend previous studies by testing this effect for three‐component online mobile services in a business‐to‐business context. Two survey experiments are conducted using a sample (N=113) of Swedish hauler managers. In none of the experiments we find any zero‐price effect. Free promotions may therefore be less effective in the business‐to‐business context than in the business‐to‐consumer context.

Emneord
pricing, zero-price effect, mobile services, multi-component products
HSV kategori
Identifikatorer
urn:nbn:se:bth-10695 (URN)
Konferanse
47th Academy of Marketing Conference, Bournemouth
Forskningsfinansiär
VINNOVA
Tilgjengelig fra: 2015-09-16 Laget: 2015-09-16 Sist oppdatert: 2015-09-22bibliografisk kontrollert
Organisasjoner