haku: @author Yadav, M. / yhteensä: 4
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| Tekijä: | Yadav, M. Seiders, K. |
| Otsikko: | Is the price right? Understanding contingent processing in reference price formation |
| Lehti: | Journal of Retailing
1998 : FALL, VOL. 74:3, p. 311-330 |
| Asiasana: | RETAILING PRICES ECONOMICS |
| Kieli: | eng |
| Tiivistelmä: | Although interest in buyers' reference prices continues to grow, relatively little is known about how they are formed and the factors that shape the formation of such price standards. This paper explores the contingencies triggered in buyers' reference price formation by (a) the discrepancy of price claims encountered in the marketplace relative to prior price beliefs, and (b) shopping experience. In a normal price estimation task, both experienced and inexperienced shoppers displayed a tendency to rely more on the price claims presented in the task than on prior price beliefs. |
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