“…Thus, recently, scholars proposed new hedonic models characterized by a broad market‐oriented approach including competitors, the general environment, and a special attention to price dynamics (e.g. Abrate & Viglia, ; Alegre & Sard, ; Soler et al, ). Short‐term pricing tactics are specifically recognized as fundamental to compete (Guizzardi, Pons, & Ranieri, ) maximizing revenue performance (Mauri, Sainaghi, & Viglia, ), influencing the attractiveness of products and hence, both the customers' transaction‐specific, cumulative satisfaction, and willingness to pay (Homburg, Koschate, & Hoyer, ; Varini, Engelmann, & Claessen, ).…”