... price or fair price) can affect the outcomes of that study. Design/methodology/approach – This research uses three separate experiments, replicating and extending existing work, to simulate purchasing decisions for products in the context of a price promotion. Experiments allow careful control...

... Group Publishing Limited 2012 Expected price Fair price Perceived substitutes Pricing Price sensitivities Quality Unique value A critical activity for many marketing managers is to establish product‐pricing strategy. Current theory and practice favors valued‐based pricing over...