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An empirical analysis of the determinants of price tolerance
Author(s) -
Herrmann Andreas,
Huber Frank,
Sivakumar K.,
Wricke Martin
Publication year - 2004
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20018
Subject(s) - construct (python library) , context (archaeology) , conceptual model , action (physics) , marketing , psychology , conceptual framework , business , sociology , computer science , social science , paleontology , physics , quantum mechanics , database , biology , programming language
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. © 2004 Wiley Periodicals, Inc.