The Satiating Effect of Pricing: The Effect of Price on Enjoyment over Time

Peer reviewed: 
Yes, item is peer reviewed.
Scholarly level: 
Faculty/Staff
Final version published as: 

Haws, K. L., McFerran, B. and Redden, J. P. (2017), The satiating effect of pricing: The influence of price on enjoyment over time. Journal of Consumer Psychology, 27: 341-346. doi:10.1016/j.jcps.2017.03.001

Date created: 
2017-03
Keywords: 
Pricing
Satiation
Consumption experiences
Enjoyment
Abstract: 

Prices are typically critical to consumption decisions, but can the presence of price impact enjoyment over the course of an experience? We examine the effect of price on consumers’ satisfaction over the course of consumption. We find that, compared to when no pricing information is available, the presence of prices accelerates satiation (i.e., enjoyment declines faster). Preliminary evidence suggests price increases satiation by making the experience seem like less of a relaxing break and something to financially monitor. We rule out several alternative explanations for this effect and discuss important implications for marketers and consumer researchers.

Language: 
English
Document type: 
Article
Rights: 
Rights remain with the authors.
File(s): 
Sponsor(s): 
Social Sciences and Humanities Research Council of Canada (SSHRC)
Statistics: