come to view certain products, such as personal computers, as mere commodities, new entrants into the market will follow the cutthroat pricing techniques without seeking to differentiate their products otherwise.
Parker finds that although pricing does play a role in a variety of types of goods, including durable goods across a broad spectrum of the price range, price alone cannot account for the dynamic characteristic of the adoption process. While price alone (adjusted for inflation) helps explain the vagaries of the elasticity during adoption, prices adjusted for inflation and income improve the picture considerably. The author's hypothesis that adoption elasticities increase over the adoption cycle is rejected, with the author suggesting that the manner in which price affects the process dependent more on the category of product and other external factors, including income of the consumer.
Lichtenstein, Ridgway and Netemeyer find that pricing strategies can influence how consumers perceive products and h
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