Evidence of the impact of partitioned pricing is contradictory. Research indicates that partitioning a price into multiple components can result in more favorable preferences, due to a lower recalled price, or less favorable preferences, due to unfavorable surcharge evaluations. To explain these divergent effects, the authors examine the role of price presentation moderators, which reflect how managers convey prices to consumers (e.g., Is the total price present or absent?), magnitude moderators, which reflect the actual prices charged (e.g., What is the surcharge magnitude?), and contextual moderators, which reflect nonprice transaction characteristics (e.g., Is the product category hedonic or utilitarian?). A meta-analysis of 17 years of partitioned pricing research examining 149 observations in 27 papers (N = 12,878) suggests that consumers respond more favorably to partitioned pricing than to all-inclusive pricing when the total price is absent, as the price level increases, when the surcharges are typical for the product category, when the surcharges are perceived as offering high benefit, and when the product category is utilitarian.
Consumer Neuroscience: Pricing Research to Gain and Sustain a Cutting Edge Competitive Advantage by Improving Customer Value and Profitability
