Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2019 Annual Conference

The impact of internal reference pricing on price willingness to pay across vertical extensions: the moderating effect of self-selected product options

Published: May 28, 2019


Jean Boisvert, American University of Sharjah; Alexander Buoye, Fordham University


pricing; WTP; extension


The goal if this study was to investigate the extent to which a memory-referred price paid for current vehicle (IRP) impacts price willingness to pay for the next vehicle (WTP) as moderated by the effect of self-selected product options across vertical extensions. Based on a survey sample of 2474 participants and latent class regressions analyses, findings show that consumers IRP formed from price information a consumer gained on past purchase significantly impacts how much they are willing to pay (WTP) for their ideal vehicle after self-selecting product options. Thus, inducing consumers to select the product options of their next vehicle triggers an acquisition-utility mechanism after enticing their attention towards IRP and tends to maximize WTP at different relative intensity across vertical line extension segments. Theoretical and managerial implications are provided.


I want to thank the American University of Sharjah and Fordham University for allowing this research project to be carried out