Partitioned pricing is a widely used pricing strategy, but little is known about the buyer
characteristics that influence its effectiveness. The current research contributes to the pricing
literature by investigating the impact of regulatory focus on the perceived attractiveness of
partitioned and combined pricing. In four studies, we hypothesized and found support for the
idea that promotion focused individuals perceive partitioned prices to be more attractive than
combined prices, while prevention focused individuals do not differentiate between the two …