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PublicationConsumers' Emotions about Getting a Discount and their Likelihood to Return at Regular Prices(EMAC European Marketing Academy, 2013-06-04)Discounts are an important strategic tool for service marketers to attract new customers or to entice them to use their service during off-peak times. To establish long-term relationships it is crucial for firms to understand when and why these customers are willing to return at regular prices. Using a discrete emotions approach, we propose that this depends on the specific positive emotion elicited by this price situation. The results of a field study with 803 customers indicate that the distinct agency attributions associated with getting a discount trigger different emotions (pride, gratitude, relief, surprise) that distinctively affect post-purchase intentions.
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PublicationEmotional Effects of Purchase Price-Reference Price Divergence(Association for Consumer Research, 2012-10-05)This research investigates consumers' discrete emotional responses to discrepancies between the actual price paid versus their maximum willingness to pay or the price they expected to pay. We report evidence that divergence from these different reference prices trigger specific emotions, which in turn distinctively affect consumers' behavioral intentions
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PublicationIn what condition is a price increase perceived as fair? : An empirical investigation in the cable car industry(CAUTHE, 2010-02-10)This paper investigates the concept of customers' perceived price fairness in the context of different price increase conditions. Several tourism service industries seem reluctant to systematically vary or occasionally rise prices, mostly because of potential negative consumer responses. Previous studies in behavioral pricing confirm that a price increase may be perceived as highly unfair and, with this, may lead to negative consequences for the firm. However, there is some evidence that not all price increase events are perceived equally and that consumers' fairness perception depends on the situational conditions of the respective price event. Drawing on the principle of dual entitlement and attribution theory, the results of a standardized survey with 1530 cable car customers in Switzerland reveal that cost-based reasons seem to legitimate a price increase, rather than excess demand conditions. Still, within cost conditions, an increase in internally controllable costs is perceived as a less fair reason for raising prices as opposed to an exogenously caused and uncontrollable cost increase. Interestingly, increasing prices without any communicated reason is perceived as the most unfair condition, indicating the crucial role of price communication.
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PublicationPredicting Online Travel Purchases: The Case of Switzerland( 2009-05-28)
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PublicationHealth travel motivations and activities : The Swiss case(Travel & Tourism Research Association, 2008-06-17)
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PublicationPerceived Price Fairness of Price Discrimination in the Restaurant Industry: The Case of Switzerland( 2008-05-26)This paper discusses the concept of perceived price fairness and its application to demand-based price systems in the restaurant industry. Although the service literature suggests applying a demand-based instead of a cost-based pricing approach, price discrimination is underused in today's restaurant industry - mainly due to a fear of potential price unfairness perception. This paper offers some innovative price systems and empirically tests their fairness perception on Swiss restaurant guests. Results indicate that (1) price discrimination based on output is perceived as fairer than based on time, (2) for attributes that increase perceived value, a price premium is considered fair.
