附属产品促销定价对消费者价格评估的影响:产品涉入度的调节作用
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摘要
在消费者购买其他产品时,将新产品作为附属品免费赠送或低价出售是新产品推广的常见方法。但是价值折扣理论指出,这种搭配促销的负面效果是消费者愿意为附属产品单独销售时支付的价格会降低。基于锚定理论和产品涉入度理论,本研究认为对不同涉入度的附属产品,其定价方式对消费者价格评估的影响机制是不同的。通过自然实验检验价格信息和产品涉入度对消费者价格评估的影响。结果显示,对于低涉入度的附属产品,当其低价出售,消费者会根据附属产品在促销中的低价来估计其正常价格。当附属品免费赠送给消费者,消费者对附属产品的估价会与主产品相称,低涉入度产品免费赠送的搭售策略相较于低价的搭售能使消费者愿意支付更高的价格。对于高涉入度附属产品这一效应不显著。
Conditional promotion offers a product for free or for a low,discounted price along with a required purchase. Value-discounting theory suggests that the extent to which consumers infer that the cost of the free product is low,their willingness to pay for it as a stand-alone product is likely to be low once the promotion is retracted. Based on anchoring theory and selective accessibility theory,however,we claim that how promotion price impacts the valuation of offer price depends on the extent of product involvement. The authors examine the impact of price information and the product involvement on the valuation of offer price by field experiment conducted at a store chain. The results show that,for low involve product,the product on promotion price is used as a natural anchor for value estimation. However,when the product is highly involved,consumers are less likely to consider the value of the product and are influenced by anchors such as the price of the focal purchase. Neither free offer nore low price devalue the offered.
Conditional promotion offers a product for free or for a low,discounted price along with a required purchase. Value-discounting theory suggests that the extent to which consumers infer that the cost of the free product is low,their willingness to pay for it as a stand-alone product is likely to be low once the promotion is retracted. Based on anchoring theory and selective accessibility theory,however,we claim that how promotion price impacts the valuation of offer price depends on the extent of product involvement. The authors examine the impact of price information and the product involvement on the valuation of offer price by field experiment conducted at a store chain. The results show that,for low involve product,the product on promotion price is used as a natural anchor for value estimation. However,when the product is highly involved,consumers are less likely to consider the value of the product and are influenced by anchors such as the price of the focal purchase. Neither free offer nore low price devalue the offered.
引文
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[20]Van der Borgh M.,Schepers J.L.Do Retailers Really Profit from Ambidextrous Managers?The Impact of Frontline Mechanisms on New and Existing Product Selling Performance[J].Journal of Product Innovation Management,2014,31(4):710-727
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[27]Bornemann T.,Homburg C.Psychological Distance and the Dual Role of Price[J].Journal of Consumer Research,2011,38(3):490-504
[28]Galinsky A.D.,Mussweiler T.First Offers as Anchors:The Role of Perspective Taking and Negotiator Focus[J].Journal of Personality and Social Psychology,2001,81(4):657-669
[29]Krugman H.The Impact of Television Advertising:Learning without Involvement[J].Public Opinion Quarterly,1965,29(3):349-356
[30]孙瑾.消费者对比决策过程研究:专业化水平和购买情境的调节作用[J].管理评论,2014,26(9):191-198
[31]Zaichkowsky L.Measuring the Involvement Construct[J].Journal of Consumer Research,1985,12(3):341-354
[32]O’Cass A.,Muller T.A Study of Australian Materialistic Values,Product involvement and the Self-Image/Product Image Congruency Relationships for Fashion Clothing[C].Proceedings of the World Marketing Congress on Global Perspectives in Marketing for the 21st Century,Qawra,Malta,1999
[33]Mc William G.Low Involvement Brands:Is the Brand Manager to Blame?[J].Marketing Intelligence&Planning,1997,15(2):60-70
[34]Morgan-Thomas A.,Veloutsou C.Beyond Technology Acceptance:Brand Relationships and Online Brand Experience[J].Journal of Business Research,2013,66(1):21-27
[35]Traylor M.Product Involvement and Brand Commitment[J].Journal of Advertising Reserch,1981,21(6):51-56
[36]Spassova G.,Lee A.Looking into the Future:A Match between Self-View and Temporal Distance[J].Journal of Consumer Research,2013,40(1):159-171
[37]Aggarwal P.,Zhao M.Seeing the Big Picture:The Effect of Height on the Level of Construal[J].Journal of Marketing Research,2015,52(1):120-133
[38]Nelson P.Information and Consumer Behavior[J].Journal of Political Economy,1970,78(2):311-329
[39]Irmak C.,Wakslak C.,Trope Y.Selling the Forest,Buying the Trees:Mental Representation of Endowment[J].Journal of Consumer Research,2013,40(2):284-297
[40]Bohner G.,Dickel N.Attitudes and Attitude Change[J].Annual Review of Psychology,2011,62(1):391-417
[41]Hupfer N.,Gardner D.Differential Involvement with Products and Issues:An Exploratory Study[C].Proceedings of the Association for Consume Research.D.M.Gardner.College Park,Md,1971
[42]Bloch P.An Exploration into the Scaling of Consumers’Involvement in a Product Class[M].MI:Association for Consumer Research,1981
[43]Warrington P.,Shim S.An Empirical Investigation of the Relationship between Product Involvement and Brand Commitment[J].Psychology Marketing,2000,17(9):761-782
[44]Koschate-Fischer N.,Cramer J.,Hoyer D.W.Moderating Effects of the Relationship between Private Label Share and Store Loyalty[J].Journal of Marketing,2014,78(2)69-82
[2]Munger J.L.,Dhruv G.The Effects of Alternative Price Promotional Methods on Consumers’Product Evaluations and Purchase Intentions[J].Journal of Product&Brand Management,2001,10(3):185-197
[3]Kamins A.,Folkes V.,Fedorikhin A.Promotional Bundles and Consumers’Price Judgments:When the Best Things in Life Are Not Free[J].Journal of Consumer Research,2009,36(4):660-670
[4]Raghubir P.Free Gift with Purchase:Promoting or Discounting the Brand[J]?Journal of Consumer Psychology,2004,14(1-2):181-185
[5]Abraham M.,Lodish M.Getting the Most out of Advertising and Promotion[J].Harvard Business Review,1990,68(3):50-56
[6]Manthiou A.,Lee A.,Tang R.The Experience Economy Approach to Festival Marketing:Vivid Memory and Attendee Loyalty[J].Journal of Services Marketing,2014,28(1):3-13
[7]杨德锋,王新新.价格促销对品牌资产的影响:竞争反应的调节作用[J].南开管理评论,2008,11(3):20-30
[8]Wansink B.,Kent J.,Hoch J.An Anchoring and Adjustment Model of Purchase Quantity Decisions[J].Journal of Marketing Research,1998,35(1):71-81
[9]Chandran S.,Morwitz V.The Price of‘Free’-Dom:Consumer Sensitivity to Promotions with Negative Contextual Influences[J].Journal of Consumer Research,2006,33(3):384-392
[10]Shampanier K.,Mazar N.,Ariely D.Zero as a Special Price:The True Value of Free Products[J].Marketing Science,2007,26(6):742-757
[11]Wegener T.,Petty E.,Blankenship L.,et al.Elaboration and Numerical Anchoring:Implications of Attitude Theories for Consumer Judgment and Decision Making[J].Journal of Consumer Psychology,2010,20(1):5-16
[12]Kardes F.,Cronley M.,Kellaris J.,et al.The Role of Selective Information Processing in Price-Quality Inference[J].Journal of Consumer Research,2004,31(2):368-374
[13]Gaeth J.,Gary L.,Irwin P.,et al.Consumer Evaluations of Multi-Product Bundles:An Information Integration Analysis[J].Marketing Letters,1991,8(2):47-58
[14]Yadav S.M.How Buyers Evaluate Product Bundles:A Model of Anchoring and Adjustment[J].Journal of Consumer Research,1994,21(5):342-353
[15]Simonson I.,Ziv C.,Suzanne O.Experimental Evidence on the Negative Effect of Product Features and Sales Promotions on Brand Choice[J].Marketing Science,1994,13(4):23-40
[16]Janiszewski C.,Cunha Jr.M.The Influence of Price Discount Framing on the Evaluation of A Product Bundle[J]Journal of Consumer Research,2004,30(4):534-546
[17]Balachander S.,Ghosh B.,Stock A.Why Bundle Discounts Can Be a Profitable Alternative to Competing on Price Promotions[J].Marketing Science,2010,29(4):624-638
[18]Keller K.L.,Aaker D.A.The Effects of Sequential Introduction of Brand Extensions[J].Journal of Marketing Research,1992,29(1):35-50
[19]Thomadsen R.Seeking an Expanding Competitor:How Product Line Expansion Can Increase All Firms’Profits[J].Journal of Marketing Research,2012,49(3):349-360
[20]Van der Borgh M.,Schepers J.L.Do Retailers Really Profit from Ambidextrous Managers?The Impact of Frontline Mechanisms on New and Existing Product Selling Performance[J].Journal of Product Innovation Management,2014,31(4):710-727
[21]Zeithaml V.A.Consumer Perceptions of Price,Quality,and Value:A Means[J].Journal of Marketing,1988,52(3):2-22
[22]Park H.J.,Mac Lachla L.D.,Love E.New-Product Pricing Strategy under Customer Asymmetric[J].International Journal of Research in Marketing,2011,28(2):309-318
[23]Zablah A.R.,Chonko L.B.,Bettencourt L.A.,et al.A Job Demands-Resources(JD-R)Perspective on New Product Selling:A Framework for Future Research[J].The Journal of Personal Selling&Sales Management,2012,32(1):73-88
[24]Simonin L.Bernard J.,Ruth A.Bundling as A Strategy for New Product Introduction:Effects on Consumers’Reservation Prices for The Bundle,The New Product,and Its Tie-In[J].Journal of Business Research,1995,33(3):219-230
[25]Strack F.,Mussweiler T.Explaining the Enigmatic Anchoring Effect:Mechanisms of Selective Accessibility[J].Journal of Personality and Social Psychology,1997,3(2):437-446
[26]Tversky A.,Kahneman D.Judgment under Uncertainty:Heuristics and Biases[J].Science,New Series,1974,185(7):1124-1131
[27]Bornemann T.,Homburg C.Psychological Distance and the Dual Role of Price[J].Journal of Consumer Research,2011,38(3):490-504
[28]Galinsky A.D.,Mussweiler T.First Offers as Anchors:The Role of Perspective Taking and Negotiator Focus[J].Journal of Personality and Social Psychology,2001,81(4):657-669
[29]Krugman H.The Impact of Television Advertising:Learning without Involvement[J].Public Opinion Quarterly,1965,29(3):349-356
[30]孙瑾.消费者对比决策过程研究:专业化水平和购买情境的调节作用[J].管理评论,2014,26(9):191-198
[31]Zaichkowsky L.Measuring the Involvement Construct[J].Journal of Consumer Research,1985,12(3):341-354
[32]O’Cass A.,Muller T.A Study of Australian Materialistic Values,Product involvement and the Self-Image/Product Image Congruency Relationships for Fashion Clothing[C].Proceedings of the World Marketing Congress on Global Perspectives in Marketing for the 21st Century,Qawra,Malta,1999
[33]Mc William G.Low Involvement Brands:Is the Brand Manager to Blame?[J].Marketing Intelligence&Planning,1997,15(2):60-70
[34]Morgan-Thomas A.,Veloutsou C.Beyond Technology Acceptance:Brand Relationships and Online Brand Experience[J].Journal of Business Research,2013,66(1):21-27
[35]Traylor M.Product Involvement and Brand Commitment[J].Journal of Advertising Reserch,1981,21(6):51-56
[36]Spassova G.,Lee A.Looking into the Future:A Match between Self-View and Temporal Distance[J].Journal of Consumer Research,2013,40(1):159-171
[37]Aggarwal P.,Zhao M.Seeing the Big Picture:The Effect of Height on the Level of Construal[J].Journal of Marketing Research,2015,52(1):120-133
[38]Nelson P.Information and Consumer Behavior[J].Journal of Political Economy,1970,78(2):311-329
[39]Irmak C.,Wakslak C.,Trope Y.Selling the Forest,Buying the Trees:Mental Representation of Endowment[J].Journal of Consumer Research,2013,40(2):284-297
[40]Bohner G.,Dickel N.Attitudes and Attitude Change[J].Annual Review of Psychology,2011,62(1):391-417
[41]Hupfer N.,Gardner D.Differential Involvement with Products and Issues:An Exploratory Study[C].Proceedings of the Association for Consume Research.D.M.Gardner.College Park,Md,1971
[42]Bloch P.An Exploration into the Scaling of Consumers’Involvement in a Product Class[M].MI:Association for Consumer Research,1981
[43]Warrington P.,Shim S.An Empirical Investigation of the Relationship between Product Involvement and Brand Commitment[J].Psychology Marketing,2000,17(9):761-782
[44]Koschate-Fischer N.,Cramer J.,Hoyer D.W.Moderating Effects of the Relationship between Private Label Share and Store Loyalty[J].Journal of Marketing,2014,78(2)69-82