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| Author: | Urbany, J. |
| Title: | Transaction utility effects when quality is uncertain |
| Journal: | Journal of the Academy of Marketing Science
1997 : WINTER, VOL. 25:1, p. 45-55 |
| Index terms: | MARKETING QUALITY UNCERTAINTY |
| Language: | eng |
| Abstract: | The existing literature finds that price discrepancy, which represents the difference between expected and observed price, helps explain brand choice and purchase intention. This effect is often attributed to transaction utility, that is, the incremental utility associated with the surprise of observing a price lower or higher than expected. This research considers the possibility, however, that transaction utility is a less important determinant of choice when quality is uncertain. |
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