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Free indulgences: Enhanced zero-price effect for hedonic options
Resource type
Authors/contributors
- Hossain, Mehdi T (Author)
- Saini, Ritesh (Author)
Title
Free indulgences: Enhanced zero-price effect for hedonic options
Abstract
We find that the relative preference of hedonic products is disproportionately enhanced when they are offered at a free price. This “free price bounce” is more subdued for utilitarian products. This is surprising because rational choice theory posits that relative preference amidst two options - say a hedonic and a utilitarian product - remains intact as long as the price difference between them is constant. We propose and demonstrate that this axiom is violated when a hedonic product is offered for free. (C) 2015 Elsevier B.V. All rights reserved.
Publication
International Journal of Research in Marketing
Date
2015
Volume
32
Issue
4
Pages
457-460
Journal Abbr
Int. J. Res. Mark.
Citation Key
pop00209
ISSN
0167-8116
Language
English
Extra
14 citations (Crossref) [2023-10-31]
Citation Key Alias: lens.org/107-412-613-199-640
tex.type: [object Object]
Citation
Hossain, M. T., & Saini, R. (2015). Free indulgences: Enhanced zero-price effect for hedonic options. International Journal of Research in Marketing, 32(4), 457–460. https://doi.org/10.1016/j.ijresmar.2015.10.001
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