Zaenal Aripin, Fitriana Faisal Matriadi.
Ever wondered why zero prices sometimes fail to drive consumer demand as effectively as low prices? Zaenal Aripin and colleagues explore this intriguing phenomenon in their thought-provoking article, “The Zero Price Paradox: When and Why Zero Prices Are Less Effective Than Low Prices in Driving Consumer Demand.”
Their research uncovers nuanced insights into the complexities of pricing strategies, shedding light on scenarios where offering products for free may not yield the anticipated results. Through empirical analysis and theoretical frameworks, Aripin et al. illuminate the psychological mechanisms at play, offering valuable lessons for marketers seeking to optimize their pricing tactics.
From the psychology of perceived value to the impact of pricing cues on consumer decision-making, the authors provide actionable insights that can inform strategic pricing decisions. By understanding the conditions under which zero prices may undermine consumer demand, marketers can refine their pricing strategies to better align with consumer preferences and behavior.
Whether you’re a seasoned marketing professional or a curious newcomer, Aripin et al.’s research offers a compelling exploration into the paradoxical dynamics of pricing in driving consumer demand. Embrace the opportunity to deepen your understanding and refine your approach to pricing strategy, unlocking new avenues for driving profitability and market success.
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Cognition & Commerce. 