RT Journal Article
T1 Disruptive technologies: how to influence price sensitivity triggering consumers’ behavioural beliefs
A1 Erdmann, Anett
A1 Mas, José Manuel
A1 Obesso Arias, María de las Mercedes de
AB The adoption of new technologies generates an attractive offer of innovative products that flood the markets. Are these products perceived as expensive or cheap? What determines the price range accepted by consumers? This research identifies behavioural variables that can modify the price perception of new technological products, that is, increase or decrease critical price thresholds. As direct value-based pricing method, Van Westendorp’s price sensitivity meter is receiving increasing attention to identify critical price thresholds for new technologies. We rely on arguments from the theory of planned behaviour to explore what changes consumers’ acceptable price levels. Considering a set of disruptive technologies (augmented reality smart glasses, 3D printers, writing robots, self-driving cars, hoverboard robots), a structural approach is used to explore consumers’ perceived threshold prices. The main results sugest that social pressure increases the perceived minimum price and price sensitivity can be decreased evoking perceived ease of use.
PB Elsevier
SN 0148-2963
YR 2023
FD 2023-03-02
LK https://hdl.handle.net/20.500.14352/120755
UL https://hdl.handle.net/20.500.14352/120755
LA eng
NO Erdmann, A., Mas, J. M., & De Obesso, M. (2023). Disruptive technologies: How to influence price sensitivity triggering consumers’ behavioural beliefs. Journal of Business Research, 158, 113645. https://doi.org/10.1016/j.jbusres.2023.113645
DS Docta Complutense
RD 20 may 2026