combined) pricing, and offer a useful pricing guideline to product managers based on the product-pricing fit revealed in our research. Our findings contribute to the pricing literature by uncovering a motivational factor influencing the effectiveness of partitioned (vs. When a price discount is offered, it attenuates the effectiveness of partitioned pricing because the price discount serves as a more effective justification by offering actual saving, not just the perception of saving. These effects are magnified among consumers who have high disposition to feel consumption guilt.
This lower price perception helps consumers justify their hedonic purchase as an act of saving money, and as a result, alleviates guilt. Specifically, consumers with a hedonic purchase motive under-process a surcharge, which enables them to perceive the price of the product as lower than the actual, combined price. This research will help marketers to understand how customers are willing to buy hedonic products and also make impulse purchases in the perspective of three. We find this happens because consumers considering a hedonic purchase tend to feel anticipated guilt associated with their hedonic spending, and partitioned pricing is used as a guilt-mitigating justification for the spending.
Across four studies, we find that compared to combined pricing, partitioned pricing increases hedonic purchases, but not utilitarian purchases. Despite the scarce empirical evidence investigating hedonic motivation on purchase behaviour of green products (Oliver & Rosen, 2010) our study validated hedonic motivation with green product purchase and hedonic motivation negatively moderates the relationship between price perception and green products purchase intention that corroborates.
The present research investigates how purchase motives (hedonic vs utilitarian) influence the effectiveness of partitioned versus combined pricing.
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