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Der Einfluss von externen Referenzpreisen auf die Preisbestimmung von Dienstleistungen im Bildungswesen

Der Einfluss von externen Referenzpreisen auf die Preisbestimmung von Dienstleistungen im Bildungswesen
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Year:    2023

Author:    Hustert, Frank, Ziemer, Michael, Lübbert, Madeline

Der Betriebswirt, Vol. 64 (2023), Iss. 1 : pp. 37–45

Abstract

The effect of the reference price on willingness to pay is confirmed in many empirical studies. In the present study, this influence on students’ willingness to pay was examined with regard to semester fees in a postgraduate master’s program. It is shown that here, too, there is apparently an influence of the reference price on the willingness to pay.

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Journal Article Details

Publisher Name:    Global Science Press

Language:    German

DOI:    https://doi.org/10.3790/dbw.64.1.37

Der Betriebswirt, Vol. 64 (2023), Iss. 1 : pp. 37–45

Published online:    2023-01

AMS Subject Headings:    Duncker & Humblot, Deutscher Betriebswirte-Verlag GmbH

Copyright:    COPYRIGHT: © Global Science Press

Pages:    9

Author Details

Hustert, Frank

Ziemer, Michael

Lübbert, Madeline

  1. Bruno, H. A./Che, H./Dutta, S. (2012): Role of Reference Price on Price and Quantity: Insights from Business-to-Business Markets. Journal of Marketing Research, 49(5), 640–654.  Google Scholar
  2. Chen, K./Zha, Y./Alwan, L. C./Zhang, L. (2020): Dynamic pricing in the presence of reference price effect and consumer strategic behaviour. International Journal of Production Research, 58(2), 546–561.  Google Scholar
  3. Cook, T. D./Shadish, W. R. (1994): Social Experiments: Some Developments Over the Past Fifteen Years. Annual Review of Psychology, 45, 545–580.  Google Scholar
  4. Cunha, M. Jr./Shulman, J. D. (2011): Assimilation and Contrast in Price Evaluations. Journal of Consumer Research, 37(5), 822–835.  Google Scholar
  5. David A./Northridge L. P. (2004): Did You Hear What My Friend Paid! Examining the Consequences of Social Comparisons of Prices. Advances in Consumer Research, 31, 586–592.  Google Scholar
  6. Diller, H./Beinert, M./Ivens, B. S./Müller, S. (2021): Pricing. Prinzipien und Prozesse der betrieblichen Preispolitik, (5. überarbeitete Aufl.). W. Kohlhammer.  Google Scholar
  7. Fay, M. P./Proschan, M. A. (2010): Wilcoxon-Mann-Whitney or t-test? On Assumptions for Hypothesis Tests and Multiple Interpretations of Decision Rules. Statistics Surveys, 4, 1–39.  Google Scholar
  8. Helson, H. 1 (1964): Current trends and issues in adaptation-level theory. American Psychologist, 19(1), 26–38.  Google Scholar
  9. Homburg, C./Koschate, N. (2005): Behavioral Pricing-Forschung im Überblick Teil 1. Zeitschrift für Betriebswirtschaft, 75(4), 383–423.  Google Scholar
  10. Hustert, F. (2014): Auswirkungen einer Vertriebswegeänderung aus Herstellersicht. Theo- retische Grundlagen und eine quasi-experimentelle Studie, (1. Aufl.). Dr. Kovač.  Google Scholar
  11. Idinger, C. (2013): Konsumentenpreiswissen. Eine empirische Studie im österreichischen Lebensmitteleinzelhandel, (1. Aufl.). PL Academic Research (Forschungsergebnisse der Wirtschaftsuniversität Wien).  Google Scholar
  12. Janssen, J./Laatz, W. (2016): Statistische Datenanalyse mit SPSS. Eine anwendungsorientierte Einführung in das Basissystem und das Modul Exakte Tests, (9. Aufl.). Springer Berlin/Heidelberg.  Google Scholar
  13. Jensen, B. B./Grunert, K. G. (2014): Price Knowledge During Grocery Shopping: What We Learn and What We Forget. Journal of Retailing, 90(3), 332–346.  Google Scholar
  14. Jung, M. H./Perfecto, H./Nelson, L. D. (2016): Anchoring in Payment: Evaluating a Judgmental Heuristic in Field Experimental Settings. Journal of Marketing Research, 53(3), 354–368.  Google Scholar
  15. Kahneman, D./Tversky, A. (1979): Prospect Theory: An Analysis of Decision Under Risk, Econometrica, 47(2), 263–291.  Google Scholar
  16. Kalyanaram, G./Winer, R. D. (1995): Empirical Generalizations from Reference Price Research, Marketing Science, 14(3), 161–169.  Google Scholar
  17. Knaf, M. (2009): Erkenntnisse zu Referenzeffekten von Preis-Promotions. In: M. Knaf (Hrsg.), Referenzeffekte von Multi-Item-Promotions, (S. 30–83). Springer Fachmedien.  Google Scholar
  18. Mazumdar, T./Raj, S. P./Sinha, I. (2005): Reference Price Research: Review and Propositions. Journal of Marketing, 69(4), 84–102.  Google Scholar
  19. Meyer, B. D./Viscusi, W. K./Durbin, D. L. (1995): Worker’s Compensation and Injury Duration: Evidence from a Natural Experiment, The American Economic Review, 85(3), 322–340.  Google Scholar
  20. Murthi, B. P. S./Rao, R. C. (2012): Price Awareness and Consumers’ Use of Deals in Brand Choice. Journal of Retailing, 88(1), 34–46.  Google Scholar
  21. Nasiry, J./Popescu, I. (2011): Dynamic Pricing with Loss-Averse Consumers and Peak-End Anchoring. Operations Research, 59(6), 1361–1368.  Google Scholar
  22. Oest, R. van (2013): Why are Consumers Less Loss Averse in Internal than External Reference Prices? Journal of Retailing, 89(1), 62–71.  Google Scholar
  23. Raman, K./Bass, F. M. (2002): A General Test of Reference Price Theory in the Presence of Threshold Effects, Tijdschrift voor Economie en Management, 47(2), 205–226.  Google Scholar
  24. Saini, R./Rao, R. S./Monga, A. (2010): Is that Deal Worth my Time? The Interactive Effect of Relative and Referent Thinking on Willingness to Seek a Bargain. Journal of Marketing, 74(1), 34–48.  Google Scholar
  25. Schmalen, H./Pechtl, H. (2009): Grundlagen und Probleme der Betriebswirtschaft, (14. Aufl.). Schäffer-Poeschel.  Google Scholar
  26. Sherif, M./Taub, D./Hovland, C. I. (1958): Assimilation and Contrast Effects of Anchoring Stimuli on Judgements, Journal of Experimental Psychology, 55(2), 150–155.  Google Scholar
  27. Siegel, S. (2001): Nichtparametrische Statistische Methoden, (5. Aufl.). Dietmar Klotz.  Google Scholar
  28. Suk, K./Yoon, S.-O./Lichtenstein, D. R./Song, S. Y. (2010): The Effect of Reference Point Diagnosticity on Attractiveness and Intentions Ratings. Journal of Marketing Research, 47(5), 983–995.  Google Scholar
  29. Vereinte Nationen (1948): Allgemeine Erklärung der Menschenrechte. Artikel 26.  Google Scholar
  30. Zhao, N./Wang, Q./Cao, P./Wu, J. (2019): Dynamic pricing with reference price effect and price-matching policy in the presence of strategic consumers. Journal of the Operational Research Society, 70(12), 2069–2083.  Google Scholar
  31. Ziemer, M. (2019): Price Range Extension from a Premium Brand Manufacturer of Durables: Theoretical Model and Experimental Studies, (1. Aufl.). University of Bamberg.  Google Scholar
  32. Bruno, H. A./Che, H./Dutta, S. (2012): Role of Reference Price on Price and Quantity: Insights from Business-to-Business Markets. Journal of Marketing Research, 49(5), 640–654.  Google Scholar
  33. Chen, K./Zha, Y./Alwan, L. C./Zhang, L. (2020): Dynamic pricing in the presence of reference price effect and consumer strategic behaviour. International Journal of Production Research, 58(2), 546–561.  Google Scholar
  34. Cook, T. D./Shadish, W. R. (1994): Social Experiments: Some Developments Over the Past Fifteen Years. Annual Review of Psychology, 45, 545–580.  Google Scholar
  35. Cunha, M. Jr./Shulman, J. D. (2011): Assimilation and Contrast in Price Evaluations. Journal of Consumer Research, 37(5), 822–835.  Google Scholar
  36. David A./Northridge L. P. (2004): Did You Hear What My Friend Paid! Examining the Consequences of Social Comparisons of Prices. Advances in Consumer Research, 31, 586–592.  Google Scholar
  37. Diller, H./Beinert, M./Ivens, B. S./Müller, S. (2021): Pricing. Prinzipien und Prozesse der betrieblichen Preispolitik, (5. überarbeitete Aufl.). W. Kohlhammer.  Google Scholar
  38. Fay, M. P./Proschan, M. A. (2010): Wilcoxon-Mann-Whitney or t-test? On Assumptions for Hypothesis Tests and Multiple Interpretations of Decision Rules. Statistics Surveys, 4, 1–39.  Google Scholar
  39. Helson, H. 1 (1964): Current trends and issues in adaptation-level theory. American Psychologist, 19(1), 26–38.  Google Scholar
  40. Homburg, C./Koschate, N. (2005): Behavioral Pricing-Forschung im Überblick Teil 1. Zeitschrift für Betriebswirtschaft, 75(4), 383–423.  Google Scholar
  41. Hustert, F. (2014): Auswirkungen einer Vertriebswegeänderung aus Herstellersicht. Theo- retische Grundlagen und eine quasi-experimentelle Studie, (1. Aufl.). Dr. Kovač.  Google Scholar
  42. Idinger, C. (2013): Konsumentenpreiswissen. Eine empirische Studie im österreichischen Lebensmitteleinzelhandel, (1. Aufl.). PL Academic Research (Forschungsergebnisse der Wirtschaftsuniversität Wien).  Google Scholar
  43. Janssen, J./Laatz, W. (2016): Statistische Datenanalyse mit SPSS. Eine anwendungsorientierte Einführung in das Basissystem und das Modul Exakte Tests, (9. Aufl.). Springer Berlin/Heidelberg.  Google Scholar
  44. Jensen, B. B./Grunert, K. G. (2014): Price Knowledge During Grocery Shopping: What We Learn and What We Forget. Journal of Retailing, 90(3), 332–346.  Google Scholar
  45. Jung, M. H./Perfecto, H./Nelson, L. D. (2016): Anchoring in Payment: Evaluating a Judgmental Heuristic in Field Experimental Settings. Journal of Marketing Research, 53(3), 354–368.  Google Scholar
  46. Kahneman, D./Tversky, A. (1979): Prospect Theory: An Analysis of Decision Under Risk, Econometrica, 47(2), 263–291.  Google Scholar
  47. Kalyanaram, G./Winer, R. D. (1995): Empirical Generalizations from Reference Price Research, Marketing Science, 14(3), 161–169.  Google Scholar
  48. Knaf, M. (2009): Erkenntnisse zu Referenzeffekten von Preis-Promotions. In: M. Knaf (Hrsg.), Referenzeffekte von Multi-Item-Promotions, (S. 30–83). Springer Fachmedien.  Google Scholar
  49. Mazumdar, T./Raj, S. P./Sinha, I. (2005): Reference Price Research: Review and Propositions. Journal of Marketing, 69(4), 84–102.  Google Scholar
  50. Meyer, B. D./Viscusi, W. K./Durbin, D. L. (1995): Worker’s Compensation and Injury Duration: Evidence from a Natural Experiment, The American Economic Review, 85(3), 322–340.  Google Scholar
  51. Murthi, B. P. S./Rao, R. C. (2012): Price Awareness and Consumers’ Use of Deals in Brand Choice. Journal of Retailing, 88(1), 34–46.  Google Scholar
  52. Nasiry, J./Popescu, I. (2011): Dynamic Pricing with Loss-Averse Consumers and Peak-End Anchoring. Operations Research, 59(6), 1361–1368.  Google Scholar
  53. Oest, R. van (2013): Why are Consumers Less Loss Averse in Internal than External Reference Prices? Journal of Retailing, 89(1), 62–71.  Google Scholar
  54. Raman, K./Bass, F. M. (2002): A General Test of Reference Price Theory in the Presence of Threshold Effects, Tijdschrift voor Economie en Management, 47(2), 205–226.  Google Scholar
  55. Saini, R./Rao, R. S./Monga, A. (2010): Is that Deal Worth my Time? The Interactive Effect of Relative and Referent Thinking on Willingness to Seek a Bargain. Journal of Marketing, 74(1), 34–48.  Google Scholar
  56. Schmalen, H./Pechtl, H. (2009): Grundlagen und Probleme der Betriebswirtschaft, (14. Aufl.). Schäffer-Poeschel.  Google Scholar
  57. Sherif, M./Taub, D./Hovland, C. I. (1958): Assimilation and Contrast Effects of Anchoring Stimuli on Judgements, Journal of Experimental Psychology, 55(2), 150–155.  Google Scholar
  58. Siegel, S. (2001): Nichtparametrische Statistische Methoden, (5. Aufl.). Dietmar Klotz.  Google Scholar
  59. Suk, K./Yoon, S.-O./Lichtenstein, D. R./Song, S. Y. (2010): The Effect of Reference Point Diagnosticity on Attractiveness and Intentions Ratings. Journal of Marketing Research, 47(5), 983–995.  Google Scholar
  60. Vereinte Nationen (1948): Allgemeine Erklärung der Menschenrechte. Artikel 26.  Google Scholar
  61. Zhao, N./Wang, Q./Cao, P./Wu, J. (2019): Dynamic pricing with reference price effect and price-matching policy in the presence of strategic consumers. Journal of the Operational Research Society, 70(12), 2069–2083.  Google Scholar
  62. Ziemer, M. (2019): Price Range Extension from a Premium Brand Manufacturer of Durables: Theoretical Model and Experimental Studies, (1. Aufl.). University of Bamberg.  Google Scholar
  63. Bruno, H. A./Che, H./Dutta, S. (2012): Role of Reference Price on Price and Quantity: Insights from Business-to-Business Markets. Journal of Marketing Research, 49(5), 640–654.  Google Scholar
  64. Chen, K./Zha, Y./Alwan, L. C./Zhang, L. (2020): Dynamic pricing in the presence of reference price effect and consumer strategic behaviour. International Journal of Production Research, 58(2), 546–561.  Google Scholar
  65. Cook, T. D./Shadish, W. R. (1994): Social Experiments: Some Developments Over the Past Fifteen Years. Annual Review of Psychology, 45, 545–580.  Google Scholar
  66. Cunha, M. Jr./Shulman, J. D. (2011): Assimilation and Contrast in Price Evaluations. Journal of Consumer Research, 37(5), 822–835.  Google Scholar
  67. David A./Northridge L. P. (2004): Did You Hear What My Friend Paid! Examining the Consequences of Social Comparisons of Prices. Advances in Consumer Research, 31, 586–592.  Google Scholar
  68. Diller, H./Beinert, M./Ivens, B. S./Müller, S. (2021): Pricing. Prinzipien und Prozesse der betrieblichen Preispolitik, (5. überarbeitete Aufl.). W. Kohlhammer.  Google Scholar
  69. Fay, M. P./Proschan, M. A. (2010): Wilcoxon-Mann-Whitney or t-test? On Assumptions for Hypothesis Tests and Multiple Interpretations of Decision Rules. Statistics Surveys, 4, 1–39.  Google Scholar
  70. Helson, H. 1 (1964): Current trends and issues in adaptation-level theory. American Psychologist, 19(1), 26–38.  Google Scholar
  71. Homburg, C./Koschate, N. (2005): Behavioral Pricing-Forschung im Überblick Teil 1. Zeitschrift für Betriebswirtschaft, 75(4), 383–423.  Google Scholar
  72. Hustert, F. (2014): Auswirkungen einer Vertriebswegeänderung aus Herstellersicht. Theo- retische Grundlagen und eine quasi-experimentelle Studie, (1. Aufl.). Dr. Kovač.  Google Scholar
  73. Idinger, C. (2013): Konsumentenpreiswissen. Eine empirische Studie im österreichischen Lebensmitteleinzelhandel, (1. Aufl.). PL Academic Research (Forschungsergebnisse der Wirtschaftsuniversität Wien).  Google Scholar
  74. Janssen, J./Laatz, W. (2016): Statistische Datenanalyse mit SPSS. Eine anwendungsorientierte Einführung in das Basissystem und das Modul Exakte Tests, (9. Aufl.). Springer Berlin/Heidelberg.  Google Scholar
  75. Jensen, B. B./Grunert, K. G. (2014): Price Knowledge During Grocery Shopping: What We Learn and What We Forget. Journal of Retailing, 90(3), 332–346.  Google Scholar
  76. Jung, M. H./Perfecto, H./Nelson, L. D. (2016): Anchoring in Payment: Evaluating a Judgmental Heuristic in Field Experimental Settings. Journal of Marketing Research, 53(3), 354–368.  Google Scholar
  77. Kahneman, D./Tversky, A. (1979): Prospect Theory: An Analysis of Decision Under Risk, Econometrica, 47(2), 263–291.  Google Scholar
  78. Kalyanaram, G./Winer, R. D. (1995): Empirical Generalizations from Reference Price Research, Marketing Science, 14(3), 161–169.  Google Scholar
  79. Knaf, M. (2009): Erkenntnisse zu Referenzeffekten von Preis-Promotions. In: M. Knaf (Hrsg.), Referenzeffekte von Multi-Item-Promotions, (S. 30–83). Springer Fachmedien.  Google Scholar
  80. Mazumdar, T./Raj, S. P./Sinha, I. (2005): Reference Price Research: Review and Propositions. Journal of Marketing, 69(4), 84–102.  Google Scholar
  81. Meyer, B. D./Viscusi, W. K./Durbin, D. L. (1995): Worker’s Compensation and Injury Duration: Evidence from a Natural Experiment, The American Economic Review, 85(3), 322–340.  Google Scholar
  82. Murthi, B. P. S./Rao, R. C. (2012): Price Awareness and Consumers’ Use of Deals in Brand Choice. Journal of Retailing, 88(1), 34–46.  Google Scholar
  83. Nasiry, J./Popescu, I. (2011): Dynamic Pricing with Loss-Averse Consumers and Peak-End Anchoring. Operations Research, 59(6), 1361–1368.  Google Scholar
  84. Oest, R. van (2013): Why are Consumers Less Loss Averse in Internal than External Reference Prices? Journal of Retailing, 89(1), 62–71.  Google Scholar
  85. Raman, K./Bass, F. M. (2002): A General Test of Reference Price Theory in the Presence of Threshold Effects, Tijdschrift voor Economie en Management, 47(2), 205–226.  Google Scholar
  86. Saini, R./Rao, R. S./Monga, A. (2010): Is that Deal Worth my Time? The Interactive Effect of Relative and Referent Thinking on Willingness to Seek a Bargain. Journal of Marketing, 74(1), 34–48.  Google Scholar
  87. Schmalen, H./Pechtl, H. (2009): Grundlagen und Probleme der Betriebswirtschaft, (14. Aufl.). Schäffer-Poeschel.  Google Scholar
  88. Sherif, M./Taub, D./Hovland, C. I. (1958): Assimilation and Contrast Effects of Anchoring Stimuli on Judgements, Journal of Experimental Psychology, 55(2), 150–155.  Google Scholar
  89. Siegel, S. (2001): Nichtparametrische Statistische Methoden, (5. Aufl.). Dietmar Klotz.  Google Scholar
  90. Suk, K./Yoon, S.-O./Lichtenstein, D. R./Song, S. Y. (2010): The Effect of Reference Point Diagnosticity on Attractiveness and Intentions Ratings. Journal of Marketing Research, 47(5), 983–995.  Google Scholar
  91. Vereinte Nationen (1948): Allgemeine Erklärung der Menschenrechte. Artikel 26.  Google Scholar
  92. Zhao, N./Wang, Q./Cao, P./Wu, J. (2019): Dynamic pricing with reference price effect and price-matching policy in the presence of strategic consumers. Journal of the Operational Research Society, 70(12), 2069–2083.  Google Scholar
  93. Ziemer, M. (2019): Price Range Extension from a Premium Brand Manufacturer of Durables: Theoretical Model and Experimental Studies, (1. Aufl.). University of Bamberg.  Google Scholar

Section Title Page Action Price
Frank Hustert, Michael Ziemer und\rMadeline Lübbert: Der Einfluss von externen Referenzpreisen auf die Preisbestimmung von Dienstleistungen im Bildungswesen 1
Abstract 1
Zusammenfassung 1
1. Das Konzept der Preisbereitschaft im Bildungsmarkt 2
2. Behavioral Pricing als theoretisches Fundament 2
3. Zentrale Erkenntnisse aus der Referenzpreisforschung 3
3.1 Bildung von Referenzpreisen 4
3.2 Wirkung von Referenzpreisen 4
3.3 Einfluss von Kontextfaktoren 5
4. Die Bedeutung des Referenzpreises für die Preisstellung von Semesterbeiträgen 5
4.1 Hypothesenbildung 5
4.2 Experimentelles Design 5
4.3 Untersuchungsergebnisse 6
5. Fazit 7
Literatur 8