The Mental Accounting of Partitioned Monetary and Nonmonetary Prices

The Mental Accounting of Partitioned Monetary and Nonmonetary Prices

Bibliographic Details
Main Author: Dinsmore, John B., Jr.
Language:English
Published: University of Cincinnati / OhioLINK 2013
Subjects:
Marketing
pricing
mental accounting
inferences
naive theories
nonmonetary pricing
Online Access:http://rave.ohiolink.edu/etdc/view?acc_num=ucin1367940255
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spelling ndltd-OhioLink-oai-etd.ohiolink.edu-ucin13679402552021-08-03T05:23:24Z The Mental Accounting of Partitioned Monetary and Nonmonetary Prices Dinsmore, John B., Jr. Marketing pricing mental accounting inferences naive theories nonmonetary pricing Businesses frequently charge multiple, partitioned prices for products and services, some of them monetary (e.g., a traditional fee) and some nonmonetary (e.g., requiring a consumer to view an advertisement, share personal information, etc.). And inferences formed from those prices are key to consumer perception of the perceived risk of the product (Bearden and Shrimp, 1982; Peterson and Wilson, 1985), an attribute that is a key driver of consumption particularly with new products (Peter and Ryan, 1976; Gregan-Paxton and John, 1997, Moreau, Lehmann and Markman, 2001). This research integrates Thaler's (1980; 1985) model of mental accounting and Hsee and Zhang's(2010) General Evaluability Theory (GET) to demonstrate how various combinations of monetary and nonmonetary prices will affect the perceived risk of a product. In particular, the research finds that partitioned nonmonetary prices are categorically different in nature, evoke different sets of concerns, and remain segregated in the mind of the consumer, causing a product to be perceived as more risky. Partitioned monetary prices, however, are categorically similar, are more easily integrated, and hence do not increase perceived risk. Similar to partitioned nonmonetary prices, combining a monetary and nonmonetary price, as two categorically different prices, also increases the level of perceived risk for a product. GET is applied to discern if the cross-categorical pricing effect can be reversed or eliminated in a joint evaluatory mode. 2013-09-19 English text University of Cincinnati / OhioLINK http://rave.ohiolink.edu/etdc/view?acc_num=ucin1367940255 http://rave.ohiolink.edu/etdc/view?acc_num=ucin1367940255 unrestricted This thesis or dissertation is protected by copyright: all rights reserved. It may not be copied or redistributed beyond the terms of applicable copyright laws.
collection NDLTD
language English
sources NDLTD
topic Marketing
pricing
mental accounting
inferences
naive theories
nonmonetary pricing
spellingShingle Marketing
pricing
mental accounting
inferences
naive theories
nonmonetary pricing
Dinsmore, John B., Jr.
The Mental Accounting of Partitioned Monetary and Nonmonetary Prices
author Dinsmore, John B., Jr.
author_facet Dinsmore, John B., Jr.
author_sort Dinsmore, John B., Jr.
title The Mental Accounting of Partitioned Monetary and Nonmonetary Prices
title_short The Mental Accounting of Partitioned Monetary and Nonmonetary Prices
title_full The Mental Accounting of Partitioned Monetary and Nonmonetary Prices
title_fullStr The Mental Accounting of Partitioned Monetary and Nonmonetary Prices
title_full_unstemmed The Mental Accounting of Partitioned Monetary and Nonmonetary Prices
title_sort mental accounting of partitioned monetary and nonmonetary prices
publisher University of Cincinnati / OhioLINK
publishDate 2013
url http://rave.ohiolink.edu/etdc/view?acc_num=ucin1367940255
work_keys_str_mv AT dinsmorejohnbjr thementalaccountingofpartitionedmonetaryandnonmonetaryprices
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