I do not want to set my own price! Indirect effects of emotions and moderation effects of skepticism explain reduced use intentions towards participative pricing models.
Participative pricing models (i.e., auction, reverse auction, pay-what-you-want) have grown in importance compared to classical, non-participative pricing models (i.e., fixed price, discount). This study examined (1) relative use intentions regarding different (non-) participative pricing models, (2...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Public Library of Science (PLoS)
2023-01-01
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| Series: | PLoS ONE |
| Online Access: | https://doi.org/10.1371/journal.pone.0275499 |
| _version_ | 1797903513954549760 |
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| author | Regina Wittstock-Lang Magdalena Bekk Matthias Spörrle |
| author_facet | Regina Wittstock-Lang Magdalena Bekk Matthias Spörrle |
| author_sort | Regina Wittstock-Lang |
| collection | DOAJ |
| description | Participative pricing models (i.e., auction, reverse auction, pay-what-you-want) have grown in importance compared to classical, non-participative pricing models (i.e., fixed price, discount). This study examined (1) relative use intentions regarding different (non-) participative pricing models, (2) the emotional responses triggered by the pricing models and influencing consumers' use intentions, and (3) the moderating role of individual skepticism in this context. A between-subjects experiment (N = 505) with five groups, manipulating participative (auction, reverse auction, and pay-what-you-want) and non-participative (fixed price and discount) pricing models, detected reduced use intentions towards participative compared to non-participative pricing models. Even though participative pricing models induced higher levels of positive as well as negative emotions, the effects via positive emotions (promoting use intentions) were weaker than the effects via negative emotions (mitigating use intentions). Skepticism towards participative pricing models enhanced negative emotions and decreased positive emotions. Practical applications should rely on enhancing positive emotions while simultaneously reducing negative emotions, as they exert independent effects. Skepticism of potential users should be mitigated in the early stages of the customer relationship, e.g., via trustworthiness triggers. |
| first_indexed | 2024-04-10T09:34:13Z |
| format | Article |
| id | doaj.art-616568e11cfb4973a206b3fb569cd60a |
| institution | Directory Open Access Journal |
| issn | 1932-6203 |
| language | English |
| last_indexed | 2024-04-10T09:34:13Z |
| publishDate | 2023-01-01 |
| publisher | Public Library of Science (PLoS) |
| record_format | Article |
| series | PLoS ONE |
| spelling | doaj.art-616568e11cfb4973a206b3fb569cd60a2023-02-18T05:31:21ZengPublic Library of Science (PLoS)PLoS ONE1932-62032023-01-01182e027549910.1371/journal.pone.0275499I do not want to set my own price! Indirect effects of emotions and moderation effects of skepticism explain reduced use intentions towards participative pricing models.Regina Wittstock-LangMagdalena BekkMatthias SpörrleParticipative pricing models (i.e., auction, reverse auction, pay-what-you-want) have grown in importance compared to classical, non-participative pricing models (i.e., fixed price, discount). This study examined (1) relative use intentions regarding different (non-) participative pricing models, (2) the emotional responses triggered by the pricing models and influencing consumers' use intentions, and (3) the moderating role of individual skepticism in this context. A between-subjects experiment (N = 505) with five groups, manipulating participative (auction, reverse auction, and pay-what-you-want) and non-participative (fixed price and discount) pricing models, detected reduced use intentions towards participative compared to non-participative pricing models. Even though participative pricing models induced higher levels of positive as well as negative emotions, the effects via positive emotions (promoting use intentions) were weaker than the effects via negative emotions (mitigating use intentions). Skepticism towards participative pricing models enhanced negative emotions and decreased positive emotions. Practical applications should rely on enhancing positive emotions while simultaneously reducing negative emotions, as they exert independent effects. Skepticism of potential users should be mitigated in the early stages of the customer relationship, e.g., via trustworthiness triggers.https://doi.org/10.1371/journal.pone.0275499 |
| spellingShingle | Regina Wittstock-Lang Magdalena Bekk Matthias Spörrle I do not want to set my own price! Indirect effects of emotions and moderation effects of skepticism explain reduced use intentions towards participative pricing models. PLoS ONE |
| title | I do not want to set my own price! Indirect effects of emotions and moderation effects of skepticism explain reduced use intentions towards participative pricing models. |
| title_full | I do not want to set my own price! Indirect effects of emotions and moderation effects of skepticism explain reduced use intentions towards participative pricing models. |
| title_fullStr | I do not want to set my own price! Indirect effects of emotions and moderation effects of skepticism explain reduced use intentions towards participative pricing models. |
| title_full_unstemmed | I do not want to set my own price! Indirect effects of emotions and moderation effects of skepticism explain reduced use intentions towards participative pricing models. |
| title_short | I do not want to set my own price! Indirect effects of emotions and moderation effects of skepticism explain reduced use intentions towards participative pricing models. |
| title_sort | i do not want to set my own price indirect effects of emotions and moderation effects of skepticism explain reduced use intentions towards participative pricing models |
| url | https://doi.org/10.1371/journal.pone.0275499 |
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