Price as a stimulus to think
Subtitle: the case for willful overpricing
By: Luc Wathieu, Marco Bertini
Contributors: Bertini, Marco
Series: Working paper / Division of Research, Harvard Business School -- 05-063; Working paper (Harvard Business School. Division of Research) -- 05-063
Publisher: Division of Research, Harvard Business School
Published: 2005
Place of publication: Boston
Language: eng
Number of pages: 35
Description: Consumers confronted with a product that offers an unexpected benefit are often uncertain whether the benefit is relevant to them. They might choose (or not) to reduce this uncertainty by thinking more about the offered benefit's relevance to their life. This paper argues that such heightened involvement depends on the price posted by the firm as well as on such other factors as level of uncertainty, magnitude of the offered benefit, and effort of thinking.
Notes: "Third draft: March 13, 2005, First complete draft: January 2005"--Added t.p.

Includes bibliographical references.