Consumer behavior change at the base of the pyramid: Bridging the gap between for‐profit and social responsibility strategies
通过马拉维农村的水净化产品实验，比较了不同定价策略（中度折扣、深度折扣、免费）对消费者后续获取和使用行为的影响，发现深度折扣比中度折扣或免费更能促进持续使用。
This longitudinal field experiment compares two different for‐profit market entry strategies with a philanthropic strategy in terms of how each influences consumer behavior in b ase‐of‐the‐ p yramid communities. We analyze reactions to a water purification product offered at three price points (moderate discount, deep discount, and free) in rural M alawi. We find that those who paid the deeply discounted price remain more likely to re‐obtain and use the product than do those who paid the moderate price or who took it for free . Copyright © 2014 John Wiley & Sons, Ltd.