Impact of Dynamic Pricing Strategies on Consumer Behavior

Amirreza Rohani, Mohsen Nazari


While hotels come up with various discount strategies to attract consumers, especially during a recession, both hotels and consumers seem to favor dynamic pricing. Yet there are not enough studies available to reveal that dynamic pricing would positively impact consumers. Studies also indicated that price discounts give consumers not only monetary benefits but also positive responses. The purpose of this study was to investigate how uniform pricing and dynamic pricing influence consumers behavior, in the presence of low involvement and high involvement consumers. The results of study suggested that high involvement consumers responded more positively to dynamic pricing than uniform pricing. Moreover, younger and female consumers are more likely to be involved in obtaining a discount, and high involvement consumers showed more positive feelings, and were more likely to tell others and make repeat purchases from a discount as compared to low involvement consumers.

Full Text:



Copyright (c)

Journal of Management Research ISSN 1941-899X


Copyright © Macrothink Institute


To make sure that you can receive messages from us, please add the '' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.