The Moderating Effect of Temporal Distance on Partitioned vs. Combined Pricing

摘要

Partitioned pricing strategy gains more popularity with fast growth of online transactions and development of various surcharges (Morwitz, Greenleaf, Shalev, and Johnson 2009). Surcharges can be combined with a base price, which is referred to as combined pricing or present separately from the base price, which is referred to as partitioned pricing. Extant previous work suggests that partitioned pricing makes the offer more attractive than combined pricing because it is perceived as more inexpensive (Morwitz, Greenleaf, and Johnson 1998, Clark and Ward 2008, Lee and Han 2002). The reason consumers perceive partitioned pricing to be less expensive is due to lack of attention to surcharges (Morwitz et al. 1998).