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The effects of pricing strategy on upgrade intentions

Hsin-Hsien Liu (Department of Asia-Pacific Industrial and Business Management, National University of Kaohsiung, Kaohsiung City, Taiwan)
Hsuan-Yi Chou (Institute of Marketing Communication, National Sun Yat-sen University, Kaohsiung City, Taiwan)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 24 March 2021

Issue publication date: 6 July 2021




Taking a mental accounting theory perspective, this study explores how pricing strategy (all-inclusive vs partitioned) influences consumers' perceived residual value of a product and their subsequent intentions to upgrade to a newer model.


A pilot study and two formal experiments were conducted to test the hypotheses.


A partitioned (vs all-inclusive) price causes consumers to later recall a lower total cost and perceive lower residual value for the existing product, thereby increasing upgrade intentions. This finding holds for both utilitarian and hedonic products. Perceived residual value mediates the impact of the pricing strategy on upgrade intentions. The pricing strategy effect is stronger for state-oriented individuals than for action-oriented individuals.


This study extends understanding of the impact of pricing strategies from consumers' short-term immediate demand to long-term upgrade intentions. It also identifies a previously uninvestigated moderator (action-state orientation), clarifying the boundary conditions of pricing strategy effects. The study's conceptual framework links pricing strategy, sunk costs, perceived residual value and upgrade intentions, providing rich insights and potential research paths. These findings further enhance understanding of upgrade intentions.



This work was supported by the Ministry of Science and Technology, Taiwan, under Grant [MOST 107-2410-H-390 -012 -MY2]. The authors are grateful for helpful suggestions from Cheng-Jung Chou.


Liu, H.-H. and Chou, H.-Y. (2021), "The effects of pricing strategy on upgrade intentions", Marketing Intelligence & Planning, Vol. 39 No. 5, pp. 743-757.



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