search query: @indexterm CONSUMER RESEARCH / total: 600
reference: 94 / 600
| Author: | Alba, J. W. Mela, C. F. Shimp, T. A. Urbany, J. E. |
| Title: | The effect of discount frequency and depth on consumer price judgements. |
| Journal: | Journal of Consumer Research
1999 : SEP, VOL. 26:2, p. 99-114 |
| Index terms: | Capital investment Consumers Consumer research Prices |
| Language: | eng |
| Abstract: | The initial objective of this study was to ascertain whether the Alba et al. frequency effect is manifested in the brands-across-time context. The consequent goal was to provide a theoretical account of the depth effect and identify the conditions under which the depth (vs. frequency) effect is likely to prevail. The authors examine consumer perceptions of pricing in the context of a buying game that incorporated three brands having different schedules of regular and discount prices over time. |
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