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RESEARCH PRODUCT
An empirical analysis of the determinants of price tolerance
Frank HuberK. SivakumarMartin WrickeAndreas Herrmannsubject
MarketingMicroeconomicsPricing strategiesAction (philosophy)media_common.quotation_subjectConceptual modelEconomicsContext (language use)MarketingConstruct (philosophy)Applied Psychologymedia_commondescription
In the context of pricing strategies, the notion of price tolerance is an important construct for academic researchers and marketing managers. In this article, a conceptual model of factors influencing the level of price tolerance is proposed and empirically tested with the use of data collected from airline passengers. The results support most propositions of the conceptual model and offer several insights for managerial action and further academic research.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2004-01-01 | Psychology and Marketing |