This research aims to study whether consumers differ in their attitudes toward equivalent prices that include vs exclude taxes and fees. In addition, this research will study…
Abstract
Purpose
This research aims to study whether consumers differ in their attitudes toward equivalent prices that include vs exclude taxes and fees. In addition, this research will study whether computation ease-based processing fluency and perceived price fairness mediate this relationship in parallel, and whether need for cognition and political beliefs and affiliation moderate the effect.
Design/methodology/approach
Two experiments were conducted in which participants evaluated two price formats and then responded to relevant measures.
Findings
This research shows that consumers perceive prices that include (vs exclude) taxes and fees to be easier to process, and a fairer price, and subsequently exhibit a higher willingness to buy. Additionally, this effect is moderated by need for cognition, and political beliefs and affiliation.
Research limitations/implications
Future research could investigate potential additional situational moderators (such as price type – total vs unit, consumption category, relative sizes of base price vs taxes and fees) and dispositional moderators (such as price sensitivity and tightwadism/spendthriftism).
Practical implications
This research provides insights to marketers regarding the downstream impact of pricing decisions – such as including vs excluding taxes and fees from total price. Further, depending on the product category and target customer characteristics (political affiliation), marketers can determine whether to include or exclude taxes and fees.
Social implications
This research highlights the tendency of conservatives to avoid taxes and fees. As such, it adds to the understanding of conservative consumer groups.
Originality/value
This research contributes to existing research on price-framing research by finding an interesting effect related to multi-dimensional pricing and partitioned pricing. Additionally, this research contributes to existing research on computation ease-based processing fluency and price fairness perception. Finally, this contributes to an increasingly important body of research: the effect of political affiliation on consumption. This also provides clear guidance to marketers with regard to deciding service pricing.
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In this study, we would like to examine the export prospect of India in the era of neo-protectionism. This particular era is characterized by increased used of trade barriers…
Abstract
In this study, we would like to examine the export prospect of India in the era of neo-protectionism. This particular era is characterized by increased used of trade barriers mainly by the large economies and a very sluggish growth in world export as a whole. Our study shows that both tariff and non-tariff barriers as well as world income affect India’s exports significantly. And, India as of 2017–2018, exports nearly 40% of its exportable to the developed world. So, the present era is not very encouraging for India. As a strategic response, it may try to re-orient its exports from more restrictive developed countries like European Union to countries like Japan, which are much less restrictive, as complete re-orientation from developed to developing world is not possible.
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Subarna Roy, Sudipta Majumder, Sourin Bhattacharya and Imran Hossain Sardar
An indoor office space should not only provide adequate illuminance on horizontal planes but also cater to the physiological and psychological requirements of the occupants. This…
Abstract
Purpose
An indoor office space should not only provide adequate illuminance on horizontal planes but also cater to the physiological and psychological requirements of the occupants. This paper aims to describe a lighting simulation-based work conducted in Kolkata, India which modeled an indoor office to investigate the effects of variation in room surface reflectance combinations on user perception, mean room surface exitance (MRSE), average horizontal illuminance and overall uniformity of horizontal illuminance.
Design/methodology/approach
A fluorescent illumination system–based office space was modeled and retrofitted with tubular LED lamps in DIALux. Simulations were conducted for 16 different room surface reflectance combinations and a five-point Likert scale-type survey questionnaire was formulated to conduct a survey with 32 test subjects to assess the subjective preferability of each resultant light scene.
Findings
Simulation results demonstrate that the relationship between average horizontal illuminance and MRSE as well as between average horizontal illuminance and overall uniformity of horizontal illuminance, was statistically significant (p < 0.001). In the conducted survey, the resultant light scene arising out of the reflectance combination of wall:ceiling:floor = 60%:90%:20% was the most well-received one with 187 convinced agreements (“agree” and “strongly agree” responses).
Originality/value
This work found strong linear correlation between average horizontal illuminance and MRSE and between average horizontal illuminance and overall uniformity. A five-point Likert scale-type survey questionnaire with seven questions was formulated and validated with 32 test subjects (Cronbach’s alpha > 0.9295), which showed that the wall:ceiling:floor reflectance combination of 60%:90%:20% was the most favored choice.