Table 120 Aug 2026From “Price elasticity is not a property of your market”

Four reasons the same increase can mean different things

An elasticity coefficient is an output of a setting. The setting is part of the result.

Table 1Four reasons the same increase can mean different things

Condition beside the price change	What moves	What the evidence can support	What it cannot support
Satisfaction with the relationship	The customer's reaction to the magnitude of the increase	A satisfied customer can react less negatively than a dissatisfied customer under the tested conditions	Satisfaction makes a price increase safe
Last price paid	The buyer's reference point	A prior loss or gain can shape the next quantity and price response	A single reference price predicts every renewal
Seller's pricing history	The buyer's latent state	Repeated pricing decisions can move a buyer between more relaxed and more vigilant states	A model counterfactual is a measured profit uplift
Salesperson's own discount reference	The quote offered to the next customer	Seller-side anchors can shape the discount, and incentives can reduce the effect	A compensation change fixes every pricing problem

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Source: Author's synthesis of Homburg, Hoyer & Koschate (2005), Bruno, Che & Dutta (2012), Zhang, Netzer & Ansari (2014), and Bergers et al. (2023). The rows are mechanisms, not portable coefficients.

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From the essay

Pricing & revenue architecture

Price elasticity is not a property of your market

Price elasticity changes with satisfaction, reference prices, incentives and time. Read the conditions around the number before making a pricing decision.

20 Aug 2026

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APA 7

Isoglu, S. (2026). Four reasons the same increase can mean different things [Table]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-price-elasticity-is-not-a-property-of-your-market-fig01/

BibTeX

@misc{isoglu-2026-price-elasticity-is-not-a-property-of-your-market-fig01,
  author = {Isoglu, Sinan},
  title = {{Four reasons the same increase can mean different things}},
  year = {2026},
  howpublished = {Table 1, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-price-elasticity-is-not-a-property-of-your-market-fig01/},
  note = {From the essay {Price elasticity is not a property of your market}}
}

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  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-price-elasticity-is-not-a-property-of-your-market-fig01/">
    <img src="https://isoglu.com/social/isoglu-2026-price-elasticity-is-not-a-property-of-your-market-fig01.png" alt="Table 1: Four reasons the same increase can mean different things" width="3200" height="2400">
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  <figcaption>Table 1: Four reasons the same increase can mean different things. Source: Author&#39;s synthesis of Homburg, Hoyer &amp; Koschate (2005), Bruno, Che &amp; Dutta (2012), Zhang, Netzer &amp; Ansari (2014), and Bergers et al. (2023). The rows are mechanisms, not portable coefficients. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-price-elasticity-is-not-a-property-of-your-market-fig01/">View exhibit</a>.</figcaption>
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