@article{2022:bambauersachse:customer_c,
title = {Customer Cognitive Appraisals of Differential and Dynamic Pricing},
year = {2022},
note = {This study examines the mechanisms of cognitive appraisal theory in
the context of dynamic pricing. The aim is to investigate the
differences in cognitive appraisals by comparing dynamic pricing and
simpler forms of price differentiation, as well as differences in
appraisals between goods and services. The reactions examined in one
qualitative and one quantitative study are the customers’ feelings
of being exploited, price complexity perceptions, and intentions to
spread online word-of-mouth (eWOM). The qualitative results indicate
that customers are less aware of dynamic pricing for goods than
services and that there is a strong feeling of being exploited, which
can lead to negative word-of-mouth. The quantitative results support
these findings as customers react more negatively to dynamic pricing
than to simpler forms of differential pricing. For goods, intentions
to spread eWOM are mainly driven by feelings of being exploited, while
for services, the main effect runs through price complexity
perceptions.},
journal = {Marketing ZFP},
pages = {3--12},
author = {Bambauer-Sachse, Silke and Young, Ashley},
volume = {44},
number = {4}
}