The satiating effect of pricing: The influence of price on enjoyment over time
Kelly L. Haws, Brent McFerran, Joseph P. Redden
Journal of Consumer Psychology · 2017 · Volume 27 · Issue 3
DOI: 10.1016/j.jcps.2017.03.001
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 that 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.
Keywords
Pricing, Satiation, Consumption experiences, Enjoyment
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