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The effectiveness of life-cycle pricing for consumer durables
journal contribution
posted on 2015-07-01, 00:00 authored by M Grimmer, M P Miles, Michael PolonskyMichael Polonsky, Andrea VocinoAndrea VocinoThis quasi-experimental study examines consumer reactions to including projected energy and carbon costs in print ads for a TV, using an online survey of 2566 Australian consumers. This study determines whether consumers' temporal orientation (past vs. future) moderates these reactions. Participants rate ads that include both energy and carbon costs as the most useful for buying a TV and as having higher perceived value. However, this fact does not affect likelihood of purchase. Participants with a high temporal orientation to the past react less favorably to ads that include carbon costs. This study shows that informing consumers about life-cycle costs does not substantially affect purchase decisions for durable goods but affects perceptions of value and usefulness of pricing information in ads.
History
Journal
Journal of Business ResearchVolume
68Issue
7Pagination
1602 - 1606Publisher DOI
ISSN
0148-2963Publication classification
C Journal article; C1 Refereed article in a scholarly journalCopyright notice
2015, ElsevierUsage metrics
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