When do consumers prefer partitioned prices? The role of mood and pricing tactic persuasion knowledge
Gopal Das, Rajat Roy and Vik Naidoo report three laboratory experiments and one study in a natural setting on how mood, the framing of a price and pricing tactic persuasion knowledge shape product attractiveness and purchase intention. In the first experiment, people in a positive mood rated a product as more attractive, and were more likely to buy it, when its price was partitioned than when it was combined. In two further experiments, consumers with low pricing tactic persuasion knowledge preferred partitioned prices, which the authors attribute to ease of processing. The natural-setting study supported the mood findings.
Gopal Das, Rajat Roy and Vik Naidoo report three laboratory experiments and one study in a natural setting on how mood, the framing of a price and pricing tactic persuasion knowledge shape product attractiveness and purchase intention. In the first experiment, people in a positive mood rated a product as more attractive, and were more likely to buy it, when its price was partitioned than when it was combined. In two further experiments, consumers with low pricing tactic persuasion knowledge preferred partitioned prices, which the authors attribute to ease of processing. The natural-setting study supported the mood findings.
Written from the abstract read 2026-10-22 via an institutional repository record.
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116, 60-67. doi:10.1016/j.jbusres.2020.05.013. Abstract only: mood induction and sample sizes not read.