期刊
JOURNAL OF RETAILING
卷 80, 期 1, 页码 53-66出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jretai.2004.01.004
关键词
redundant comparison prices; consumers' evaluations; purchase intentions
类别
Two studies explore the conditions under which redundant reference price information (ARP) is likely to influence consumers' perceptions of an advertised sale price. Study 1 suggests that an ARP enhances offer-value, but only for consumers who are not involved with the product. Study 2 incorporates a wider array of price presentation tactics (SP Only, SP + ARP, SP + %Saving and SP + ARP + %Saving) and investigates a range of responses (transaction value, acquisition value and subsequent purchase intentions). Again, results suggest that ARP only influences perceived transaction value, and saving information only impacts purchase intentions. Most importantly, these effects are seen only when involvement is low. (C) 2004 by New York University. Published by Elsevier. All rights reserved.
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