search query: @journal_id 1335 / total: 88
reference: 3 / 88
| Author: | Hoyer, W. D. Herrmann, A. Huber, F. |
| Title: | When buyers also sell: The implications of pricing policies for customer satisfaction |
| Journal: | Psychology and Marketing
2002 : APR, VOL. 19:4, p. 329-355 |
| Index terms: | Consumer behaviour Consumer satisfaction Pricing Policy Buying Selling |
| Language: | eng |
| Abstract: | In certain purchase situations, such as when a new car is purchased and an old vehicle is traded in, individuals simultaneously play the role of buyers and sellers. It is interesting to observe that, when evaluating the purchase and selling prices of the new and old products respectively, such consumers often fail to behave rationally. For example, a discount on the price of the new commodity and an equivalent markup on the old product will be weighted differently. This empirical phenomenon can be analyzed with the aid of the prospect theory. An analytical causal study conveys an idea of the significance of this aspect of pricing policy for consumer satisfaction with the purchase act. Specifically, the study examines how the attractiveness of the offer impacts on and combines with satisfaction with deal, customer service, and condition of the vehicle to determine satisfaction with the vehicle purchase. |
SCIMA