Drawing on literature on judgment and decision-making, we examine the proposition that price serves two distinct roles in consumers\u27 value judgments. First, as a product attribtute, price affects the perceived similarity of the target product to the mental prototype of a higher or lower quality product. However, price is not the only attribute used to make similarity based quality judgments. Other relevant and available product attributes moderate the effect of price on quality judgments. Second, as a measure of sacrifice, price serves as the benchmark for comparing utility gains from superior product quality. However, this comparison process is dynamic because the relative importance of money and product quality changes across consumpti...
Marketers employ a variety of pricing tactics such as pennies-a-day, price matching, price partition...
The development of an effective pricing strategy requires the acquaintance of consumers’ price perc...
From the perspective of a customer, price always represents the product’s value. Most of the time, c...
Drawing on literature on judgment and decision-making, we examine the proposition that price serves ...
The role of price in consumers’ product evaluations has attracted considerable research attention in...
I show that when consumers (mis)perceive prices relative to reference prices, budgets turn out to be...
Buyers sometimes exhibit seemingly “irrational” behavior with respect to prices and use socially emb...
Previous research has found that consumers anchor their purchase decisions on the quantity limit in ...
I show that when consumers (mis)perceive prices relative to reference prices, budgets turn out to b...
Many models of consumer behaviour assume that people evaluate price and quality independently. Howev...
Thesis: S.M., Massachusetts Institute of Technology, Computation for Design and Optimization Program...
A subtractive model was found to describe how subjects traded off price and quality values when equa...
Many models of consumer behaviour assume that people evaluate price and quality independently. Howev...
Sales promotion techniques are instruments that seek to increase sales of products and brands, usual...
This research examines sellers ’ price-setting behavior and discovers a naturally occurring mismatch...
Marketers employ a variety of pricing tactics such as pennies-a-day, price matching, price partition...
The development of an effective pricing strategy requires the acquaintance of consumers’ price perc...
From the perspective of a customer, price always represents the product’s value. Most of the time, c...
Drawing on literature on judgment and decision-making, we examine the proposition that price serves ...
The role of price in consumers’ product evaluations has attracted considerable research attention in...
I show that when consumers (mis)perceive prices relative to reference prices, budgets turn out to be...
Buyers sometimes exhibit seemingly “irrational” behavior with respect to prices and use socially emb...
Previous research has found that consumers anchor their purchase decisions on the quantity limit in ...
I show that when consumers (mis)perceive prices relative to reference prices, budgets turn out to b...
Many models of consumer behaviour assume that people evaluate price and quality independently. Howev...
Thesis: S.M., Massachusetts Institute of Technology, Computation for Design and Optimization Program...
A subtractive model was found to describe how subjects traded off price and quality values when equa...
Many models of consumer behaviour assume that people evaluate price and quality independently. Howev...
Sales promotion techniques are instruments that seek to increase sales of products and brands, usual...
This research examines sellers ’ price-setting behavior and discovers a naturally occurring mismatch...
Marketers employ a variety of pricing tactics such as pennies-a-day, price matching, price partition...
The development of an effective pricing strategy requires the acquaintance of consumers’ price perc...
From the perspective of a customer, price always represents the product’s value. Most of the time, c...