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Figure 1From “What is customer perceived value?”

Purchase intention for five replacement motors, with and without an incentive to change

Without an incentive, the incumbent motor had the highest mean, by margins that were not significant. With US$75 more value on the two dearer motors, the US$1,050 motor was rated highest.

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Figure 1Purchase intention for five replacement motors, with and without an incentive to change

Grouped bar chart from Anderson, Thomson and Wynstra 2000, Table 4: mean purchase intention on a 7-point scale for five replacement motors. Without an incentive to change: motor M at 900 dollars 4.22, motor N at 950 dollars 3.89, the incumbent at 1,000 dollars 4.50, motor O at 1,050 dollars 3.97, motor P at 1,100 dollars 3.89. With an incentive of 75 dollars more value on O and P: M 3.20, N 3.13, incumbent 3.82, O 5.24, P 4.62.No incentive to change (n = 36)Incentive to change on O and P (n = 45)12345674.223.20M, $9003.893.13N, $9504.503.82Incumbent, $1,0003.975.24O, $1,0503.894.62P, $1,100Motor and unit priceMean purchase intention (1 to 7)

Source: Anderson et al. (2000), p. 323, Table 4, Experiment 4: mean purchase intention on a 7-point scale (the scale is the one described for Study 1, p. 315); 36 purchasing managers without and 45 with an incentive to change of US$75 more value on motors O and P. Without the incentive every alternative is worth the same as the incumbent in net terms.

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  • A ATW00-C4 Study 2: 10-horsepower replacement motors; 243 sampled, 81 usable, 33%; incumbent US$1,000, M US$900 and N US$950 with US$100 and US$50 less value, O US$1,050 and P US$1,100 with US$50 and US$100 more; incentive of US$75 more value on O and P, 7.5% of the incumbent's price; Table 4 mean purchase intention without (n = 36) 4.22, 3.89, 4.50, 3.97, 3.89 and with (n = 45) 3.20, 3.13, 3.82, 5.24, 4.62 for M, N, incumbent, O, P; between-condition differences significant for M and O, marginal for N and the incumbent, not significant for P; 18% still chose the lowest-price offering first (pp. 320 to 323, 326): "We chose 10-horsepower replacement motors."; "we sent survey packages to a random sample of 243 purchasing managers"; "these research participants returned 81 complete and usable surveys, providing a response rate of 33%"; "This incentive-to-change amount is 7.5% of the reference-offering price."; "18% of purchasing managers still chose the lowest-price, lowest-value offering first"Anderson, Thomson & Wynstra (2000) · Anderson, Thomson & Wynstra. (2000)

Grades: A, verified against the printed page of the primary source · B, primary source, text layer only · C, authoritative secondary · D, reported.

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APA 7

Isoglu, S. (2026). Purchase intention for five replacement motors, with and without an incentive to change [Figure]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-what-is-customer-perceived-value-fig01/

BibTeX
@misc{isoglu-2026-what-is-customer-perceived-value-fig01,
  author = {Isoglu, Sinan},
  title = {{Purchase intention for five replacement motors, with and without an incentive to change}},
  year = {2026},
  howpublished = {Figure 1, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-what-is-customer-perceived-value-fig01/},
  note = {From the essay {What is customer perceived value?}}
}
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<figure>
  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-customer-perceived-value-fig01/">
    <img src="https://isoglu.com/social/isoglu-2026-what-is-customer-perceived-value-fig01.png" alt="Figure 1: Purchase intention for five replacement motors, with and without an incentive to change" width="3200" height="2400">
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  <figcaption>Figure 1: Purchase intention for five replacement motors, with and without an incentive to change. Source: Anderson et al. (2000), p. 323, Table 4, Experiment 4: mean purchase intention on a 7-point scale (the scale is the one described for Study 1, p. 315); 36 purchasing managers without and 45 with an incentive to change of US$75 more value on motors O and P. Without the incentive every alternative is worth the same as the incumbent in net terms. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-customer-perceived-value-fig01/">View exhibit</a>.</figcaption>
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