Attention Arousal Through Price Partitioning

  title={Attention Arousal Through Price Partitioning},
  author={Matteo Bertini and Luc Wathieu},
Existing evidence suggests that preferences are affected by whether a price is presented as one all-inclusive expense or partitioned into a set of mandatory charges. To explain this phenomenon, we introduce a new mechanism whereby price partitioning affects a consumer’s perception of the non-focal (or secondary) benefits derived from the transaction. Four experiments support the basic hypothesis that a partitioned price increases the amount of attention paid to secondary attributes tagged with… CONTINUE READING

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