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Consumer-Driven Class Pricing

Zuhui Xiao

Lubar College of Business, University of Wisconsin–Milwaukee, Milwaukee, Wisconsin 53211

Marketing Science 2026

This paper proposes a consumer loss aversion-based rationale for class pricing, which is the practice of assigning only a few price points to many differentiated products.

DOI
10.1287/mksc.2023.0133
Volume
45 (4)
Pages
773-790
Language
en
Export
BibTeX
Sources
crossref