search query: @author Chandrashekaran, R. / total: 2
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| Author: | Chandrashekaran, R. |
| Title: | The influence of redundant comparison prices and other price presentation formats on consumersÂ’ evaluations and purchase intentions |
| Journal: | Journal of Retailing
2004 : VOL. 80:1, p. 53-66 |
| Index terms: | Marketing Products Sales Pricing Purchasing Consumer behaviour |
| Language: | eng |
| Abstract: | Two studies explore the conditions under which redundant reference price information (ARP) is likely to influence consumersÂ’ perceptions of an advertised sales price. Study 1 suggests that an ARP enhances offer-value, but only for consumers who are not involved with the product. Study 2 incorporates a wider array of price presentation tactics and investigates a range of responses (transaction value, acquisition value and subsequent purchase intentions). Again, results suggest that ARP only influences perceived transaction value, and saving information only impacts purchase intentions. Most importantly, these effects are seen only when involvement is low. |
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