Two Pricing Strategies in Online Selling: Partitioned versus Combined Price

Partitioned and combined pricing are two pricing strategies widely used by online sellers. This research identifies the need for cognition and type of perception of information moderating the relationship between partitioned versus combined price and the perception of offer value and willingness to purchase as well. Results show that when perception of information is recall-driven, partitioned pricing has a more favorable effect than combined pricing for low need for cognition consumers but no notable difference for high need for cognition ones. When perception of information is stimulus-driven, combined pricing has a more favorable effect than partitioned pricing for low need for cognition consumers but it´s reverse for high need for cognition ones.