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| Author: | Kachersky, L. Kim, H-M. |
| Title: | When consumers cope with price-persuasion knowledge: The role of topic knowledge |
| Journal: | Journal of Marketing Management
2011 : FEB, VOL. 27:1-2, p. 28-40 |
| Index terms: | pricing consumers consumer behaviour |
| Language: | eng |
| Abstract: | This study examines how consumers' beliefs about persuasive intent of alternative pricing formats influence their willingness using those formats. The results show that consumers choose offers with price format they perceive as having less persuasive intent. This effect is stronger when consumers are unfamiliar with the target product category. |
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