search query: @author Tellis, G. / total: 6
reference: 6 / 6
« previous | next »
| Author: | Rajendran, K. Tellis, G. |
| Title: | Contextual and temporal components of reference price |
| Journal: | Journal of Marketing
1994 : JAN, VOL. 58:1, p. 22-34 |
| Index terms: | PRICES MARKETING BRAND CHOICE |
| Language: | eng |
| Abstract: | An emerging consensus in marketing is that consumers respond to price relative to some standard of reference price. Most researchers modeling brand choice have reasoned that this standard is based on past prices of the brand. The authors argue that consumers do use reference prices, but one that is also based on context - other prices in the store - rather than on past prices alone. An analysis of households' brand choices in two subcategories and over three cities supports this premise. |
« previous | next »
SCIMA