Influence of habitual level of consumption on willingness to pay: A satiation, sensitization, and habituation approach
[EN] The purpose of this study is to test how Willingness to pay (WTP) change depending on habitual level of consumption (HLC), which provokes satiation, sensitization, and habituation responses. Using a longitudinal research, two questionnaires in different purchase occasions measure WTP over three...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2022 |
| País: | España |
| Institución: | Universidad de Salamanca (USAL) |
| Repositorio: | GREDOS. Repositorio Institucional de la Universidad de Salamanca |
| OAI Identifier: | oai:gredos.usal.es:10366/162228 |
| Acceso en línea: | http://hdl.handle.net/10366/162228 |
| Access Level: | acceso abierto |
| Palabra clave: | Willingness to pay Habitual level of consumption Tourism accommodation Dynamic pricing Revenue Management Hospitality Habituation Satiation 5311.05 Marketing (Comercialización) |
| Sumario: | [EN] The purpose of this study is to test how Willingness to pay (WTP) change depending on habitual level of consumption (HLC), which provokes satiation, sensitization, and habituation responses. Using a longitudinal research, two questionnaires in different purchase occasions measure WTP over three consumption periods (N = 279). We find that HLC exerts an S-shaped moderating effect on WTP, which change from a previous purchase setting relative to new and repetitive purchase. The results show how WTP increases relative to previous consumption if the HLC is moderate (sensitization). However, WTP decreases relative to previous consumption if the HLC is low (satiation) or high (habituation). Regarding implications, these findings can help revenue managers to implement segmentations according HLC to optimize the value captured from customers in each purchase. Besides, we demonstrate empirically the key influence of HLC on WTP, of we know of no applications to specific products or services. |
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