... to the key prediction of this paper: when choosing a vendor based on historical price sequences, preference for a vendor will increase as the perceived variance of past prices decreases, all else being equal. Price perception Variability Decision making Uncertainty management Risk Prices Sales...

... are positive or negative. © Emerald Group Publishing Limited 2012 Sequences Variance Price perception Uncertainty Outcomes Prices Uncertainty management The first explanation of preference based on sequences was an economic one (Samuelson, 1937). This theory stated that individuals...

...Sarah M. Maxwell; Hoomn Estelami; Juan (Gloria) Meng Purpose The purpose of this paper is to review and understand the underlying structure of price perception, to recognize how cultural factors influence price perception, and to develop and empirically test a model of cultural differences...