查看文章

This paper presents a pricing experiment conducted for the Teodoro Moscoso Toll Bridge in San Juan, Puerto Rico. The objectives of the price experiment were to assess the potential effectiveness of segmented pricing as a means of increasing revenues and to obtain information on price sensitivity. Under the assumption that people who use the bridge frequently (commuters) may have a higher price elasticity than those who use the bridge occasionally (business travelers, airport passengers) the frequent-user market was offered discount tickets for use within a limited time period. The results of the experiment were monitored through several mechanisms: surveys, traffic counts, discount card sales and usage. Of the more than 1,000 airport employees who drive over the bridge daily, only about 20% purchased the discount tickets and the price reduction did not persuade any new users.