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定价中的社会空间效应:垂直方向何时以及如何形成价格比较的处理

Michael J. Barone,博士 X.李 KP Winterich KB Lyle
客户需求和解决方案。 十一月1,2018

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营销人员经常将产品的销售价格与其常规价格进行比较,以强调对价值的看法。 这些价格比较的有效性取决于消费者对交易深度的充分处理(即正常价格 - 销售价格差异)。 虽然研究表明消费者通常可以进行此类评估,但我们会在以与消费者垂直方向一致的格式呈现价格比较时记录例外情况。 垂直价格比较与重视社会等级制度(即,垂直导向的人)的个人心态之间的对应关系会引起“适合”感,这种感觉会减少处理并导致对要约的类似响应,而不管交易深度如何。 无论垂直方向是作为慢性状态还是暂时引发,都表现出这种效果。 支持我们的理论化,垂直导向的参与者报告较少关注并且没有动力进行价格比较。 讨论了这些研究结果的理论意义以及未来研究的建议,研究社会观点如何影响消费者对产品属性和购买点信息的处理。

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