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The zero-price effect extended: An empirical study of multi-component online mobile services
Blekinge Tekniska Högskola, Fakulteten för teknikvetenskaper, Institutionen för industriell ekonomi.
Blekinge Tekniska Högskola, Fakulteten för teknikvetenskaper, Institutionen för industriell ekonomi.
Blekinge Tekniska Högskola, Fakulteten för teknikvetenskaper, Institutionen för industriell ekonomi.
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.

sted, utgiver, år, opplag, sider
2014.
Emneord [en]
pricing, zero-price effect, mobile services, multi-component products
HSV kategori
Identifikatorer
URN: urn:nbn:se:bth-10695OAI: oai:DiVA.org:bth-10695DiVA, id: diva2:854289
Konferanse
47th Academy of Marketing Conference, Bournemouth
Forskningsfinansiär
VINNOVATilgjengelig fra: 2015-09-16 Laget: 2015-09-16 Sist oppdatert: 2015-09-22bibliografisk kontrollert

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https://marketing.conference-services.net/resources/327/4002/pdf/AM2014_0349_paper.pdf

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Sällberg, HenrikWrenne, AndersBlomqvist, Jennie

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