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

Resource type
Date created
2017-03
Authors/Contributors
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.
Document
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
Publication title
Journal of Consumer Psychology
Document title
The satiating effect of pricing: The influence of price on enjoyment over time
Date
2017
Volume
27
First page
341
Last page
346
Publisher DOI
10.1016/j.jcps.2017.03.001
Copyright statement
Copyright is held by the author(s).
Scholarly level
Peer reviewed?
Yes
Language
Member of collection
Attachment Size
4jcppricesatiation-final.pdf 132.56 KB