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| Author: | Wakefield, K.L. Inman, J.J. |
| Title: | Situational price sensitivity: the role of consumption occasion, social context and income |
| Journal: | Journal of Retailing
2003 : VOL. 79:4, p. 199-212 |
| Index terms: | Consumer behaviour Household economics Incomes Prices |
| Language: | eng |
| Abstract: | There is no previous research on the potential effect of the consumption occasion or social context on consumers' price sensitivity. Furthermore, research examining the effect of household resources on price sensitivity has produced mixed results. The authors argue that household income effects on price sensitivity are dependent upon the situation. It is first examined, whether individuals are equally price-sensitive when purchasing products for functional versus hedonic consumption situations and whether social context influences price sensitivity. Then they explore the interaction effects of household income and consumption context on price sensitivity. |
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