Conference proceeding
Trading Between Effort and Money: Consumer Participation and Service Pricing
Advances in Consumer Research, Vol.37, pp.934-934
01 Jan 2010
Abstract
Research in co-production suggests that businesses can treat consumers as partial employees and boost productivity. While some consumers are motivated to do the work by the higher perceived control and convenience, co-production does require consumer effort (i.e., non-monetary input). Little research has examined the process how consumers trade off their effort (i.e., work) with price. In this research we examine factors influencing consumers' tradeoff between work and money. Using 4 experiments, we showed that for the same work, consumers want to save more but pay less. Further, this main effect is moderated by both consumer and service characteristics.
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Details
- Title
- Trading Between Effort and Money: Consumer Participation and Service Pricing
- Creators
- Lan XiaRajneesh SuriAssoc Consumer Res
- Publication Details
- Advances in Consumer Research, Vol.37, pp.934-934
- Publisher
- Association for Consumer Research
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business
- Identifiers
- 991021848513704721
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Source: InCites
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- Web of Science research areas
- Business
- Psychology, Applied