| Author: | Mazumdar, T. Jun, S. |
| Title: | Consumer evaluations of multiple versus single price change |
| Journal: | Journal of Consumer Research
1993 : DEC, VOL. 20:3, p. 441-450 |
| Index terms: | CONSUMERS EVALUATION PRICES |
| Language: | eng |
| Abstract: | This article examined how consumer evaluations of multiple price changes differ from the evaluation of a single price change of an equal amount. Consistent with R.Thaler's theory about segregation versus integration of gains and losses, the authors find that multiple price decreases are evaluated more favourably than a single price decrease and multiple price increases are evaluated more unfavourably than a singe price increase. However, these effects are moderated by consumer price uncertainty and relative magnitude of the prices being evaluated. |
SCIMA