| Popis: |
Previous studies of this OSF project show that switching from CBP (cost-based pricing) to VBP (value-based pricing) can be perceived as unfair. This can be explained by the fact that a change to VBP corresponds to a violation of the predominant price norm CBP (see especially study 2 of this OSF project). Additionally, “purchasing managers may regard value as more ambiguous than price in that they have some doubt as to whether their firm actually will realize the stated value” (Anderson et al. 2000, p. 310). To reduce the purchasing managers' uncertainty about the realizability of the stated value, we like to build on the idea of combining VBP with performance guarantees. Prices could either be determined ex-ante, based on estimates of expected customer value, or they could be determined ex-post, based on actually realized customer value. For VBP we expect that ex-post determination will increase perceived procedural fairness. In contrast, for CBP we expect that ex-post determination will decrease perceived procedural fairness. To test our hypothesis an online experiment will be conducted with the software ‘EFS Survey’ (Questback GmbH 2019) with laypersons. It will be conducted as a 1 (pricing norm: CBP) x 2 (pricing approach: CBP, VBP) x 3 (price determination: ex-ante, ex-post, ex-post + price limit) between-subject experiment in German. |
