“Surge price precision and political ideology”
Department
Marketing and Professional Sales
Document Type
Article
Publication Date
4-1-2022
Abstract
Across three studies, we investigate the interaction of political ideology and surge pricing precision on consumer decision making. Our findings suggest when compared to liberals, politically conservative consumers respond to rounded (vs. precise) surge pricing more negatively (Study 1). Furthermore, we show that this effect occurs because rounded (vs. precise) surge pricing exerts greater resentment for politically conservative (vs. liberal) consumers (Studies 2 and 3). The findings offer practical implications for marketers and advance our understanding of surge pricing, such that consumer responses towards surge pricing strategies differ based on their political ideology, and surge pricing precision is associated with perceptions of the status quo.
Journal Title
Journal of Business Research
Journal ISSN
01482963
Volume
143
First Page
214
Last Page
224
Digital Object Identifier (DOI)
10.1016/j.jbusres.2022.01.063