Component versus bundle pricing: the role of selling price deviations from price expectations

Article Abstract:

A research effort investigates how discrepancies between price expectations and selling prices influence consumer purchases of individually or separately priced products. The analysis dealt with multiple gains, mixed gains, mixed losses-net loss low, mixed losses-net loss high, and multiple losses. Component and bundle pricing schemes were used to present the prices for a pair of complementary products. Results show that the subjects benefitted more from component pricing compared to bundle pricing when the multiple gain and mixed losses-net loss high conditions exist.

Research, Business, Pricing, Consumer preferences, Business research

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Ethnicity in business and consumer behavior

Article Abstract:

An expanded conceptualization of ethnicity was constructed to better understand its influence and importance on buyer-seller behavior and consumer behavior in light of the increases in migration and international trade. The new conceptualization covers postulates, such as biological and physical traits, personality characteristics, and cultural values. The new model is seen as a useful tool in the creation of marketing strategies which are aimed at broader ethnic groups.

Consumer Behavior, Analysis, Ethnicity

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Norm extremity and interpersonal influences on consumer conformity

Article Abstract:

A study on the role of informational and normative influence on consumer decision-making showed that the conformity of consumers to norms are determined by group size and group expertise. The results showed that there was higher conformity in groups with bigger sizes when the norms were extreme. However, market conditions governed by moderate norms resulted in increasing conformity with increasing group expertise.

Conformity

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