An Examination of Construal Effects on Price Perceptions in the Advance Selling of Experience Services
运用解释水平理论，考察了社会距离、时间距离和空间距离如何影响消费者在体验服务预售中的价格敏感度和感知价值，发现心理距离越近，感知价值越高，且经验丰富的买家价格敏感度更高。
Service research in the advance selling of experience services is limited in regard to how individual and situational differences influence price information processing. Applying construal-level theory in the context of advance selling of tickets for experience services, this research demonstrates that who (near vs. far social distance), when (near vs. far temporal distance), and where (spatial distance) influence price sensitivity and perceived value of the experience service. Study 1 finds that consumers are more price sensitive when they consider the advance purchase of events taking place further in the future, unless they are experienced, as Study 2 finds. Across both studies, buyers perceive greater value when the time and location of the event are psychologically near. Compared to when social distance is near (self-reference), consumers construe other average buyers in the market to be relatively more price sensitive and to perceive relatively higher value for experience services. Since an important factor at work in the minds of buyers is other buyers, the results imply that service providers should frame offers in reference more to others than the self for experiences. The effects of time and distance suggest managers should carefully geo-target offers customized to when and where customers are when buying tickets. As experienced buyers have learned to be price sensitive for tickets, managers should identify these individuals to provide relevant value-added offers.