search query: @author Srivastava, J. / total: 4
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| Author: | Srivastava, J. Lurie, N. |
| Title: | A Consumer Perspective on Price-Matching Refund Policies: Effect on Price Perceptions and Search Behavior |
| Journal: | Journal of Consumer Research
2002 : SEP, VOL. 28:2, p. 296-307 |
| Index terms: | CONSUMERS PRICES PERCEPTION CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | Although price-matching refund policies are common in many retail environments, the impact of such policies on consumers has largely been ignored. This article reports the results of three studies that examine price-matching policies from a consumer perspective. Study 1 shows that consumers perceive price-matching policies as signals of low store prices and that the presence of a refund increases the likelihood of discontinuing price search. Contrary to the predictions based on signaling theory in information economics, studies 2 and 3 show that when search costs are low, the number of stores searched increases in the presence versus absence of a price- matching policy. |
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