...Eric Dolansky; Mark Vandenbosch Purpose – Sequences of prices are becoming more commonplace but there is limited research on their behavioral effects. The purpose of this paper is to determine if a sequence of past prices, and particularly its variance, has a strong effect on choice. Will people...

...Eyal Gamliel; Ram Herstein Purpose Consumers frequently have to choose between products that differ in price and quality. This study aims to hypothesize that involvement would moderate the effect of message framing on consumers' perceived monetary gain when considering cheaper products, as well...

... This paper provides a useful model framework and pricing strategy for upstream manufacturers who are engaging or planning to engage in information sharing with their retailers. Originality/value This paper provides practical and solid advice and examples demonstrating the optimal decisions regarding...

... is mediated by perceptions of variance. Specifically, there is reason to believe that sequences of ascending utility (e.g. receipt of payments) are perceived to be less variable than sequences of descending utility (e.g. prices). Design/methodology/approach Past and present price research supports...

... are preferred to less complete alternatives. This preference for more complete products remains under larger competitive product assortment, but is reduced under smaller assortment. With a higher price level and larger assortment, the preference is substantial. However, under the conditions of lower price level...

...Judy Harris; Edward A. Blair Purpose The purpose of this paper is to examine how factors that affect the processing of bundled price information moderate consumer response to a price discount on the bundle. Literature on categorical vs piecemeal processing of information predicts that consumers...

...Rajesh Chandrashekaran; Rajneesh Suri Purpose The purpose of this paper is to examine how consumers evaluate identical price offers in retail versus e‐tail environments. Within that context, it seeks to examine the likelihood of shoppers to continue searching for a better price within the same...

...Rajesh Chandrashekaran Purpose The purpose of this article is to investigate whether involved consumers utilize the same set of reference prices to evaluate an offer as compared to those who are less involved. Additionally, this study aims to investigate whether the processes employed in the two...

...Rajesh Chandrashekaran Purpose This paper aims to investigate how consumers adjust their price expectations for brands in response to previously encountered prices. The effects of two distinct components of price history, focal and contextual, are examined. The focal component represents the role...

...Patrali Chatterjee Purpose This research seeks to examine differences in perceived shipping charge inflation associated with online promotions presented as reducing base product price, reducing shipping surcharge, or reducing all‐inclusive price and its impact on deal values for shipping charge...

...Sarah Maxwell; Hooman Estelami; Ben Lowe; Frank Alpert Purpose The purpose of this paper is to integrate literature in the pioneer brand advantage area with the literature on reference prices to examine how reference prices work in a pioneer and follower brand context. There is evidence to suggest...

...Sarah Maxwell; Hooman Estelami; Sungchul Choi; Xin Ge; Paul R. Messinger Purpose The purpose of this paper is to examine how consumers respond differently to “scratch and save (SAS)” promotions versus “tensile price claims (TPC).” SAS promotions provide a possible discount (determined...

...Sarah Maxwell; Ellen Garbarino Purpose The purpose of this paper is to identify some of the current social norms of pricing that constrain sellers' discriminatory pricing on the internet. Violations of such social norms can lead to perceptions of price unfairness and swift and potentially damaging...

...Kunal Swani; Boonghee Yoo Purpose The purpose of this study is to examine the interactive effect of price and price deal. Specifically, it desires to measure how consumers' behavioral intentions toward the brand are affected for a high‐priced brand and a low‐priced brand when a price deal...

...Sarah Maxwell; Hooman Estelami; Juan (Gloria) Meng; Suzanne Altobello Nasco Purpose The purpose of this paper is to apply Lichtenstein et al.'s price perception model to American, Chinese and Japanese cultures, to test the measurement equivalence across three cultures, and to compare...

...Sarah Maxwell; Hooman Estelami; Dipayan Biswas; Bidisha Burman Purpose The purpose of this paper is to examine how a product‐related variable like digitalization and a market‐related variable like price dispersion might differentially influence consumer search intentions across offline versus...

...Sarah Maxwell Purpose The purpose of this paper is to summarize the current research in disciplines outside marketing that applies to price fairness: research by behavioral economists, primate behavior researchers and social neuroscientists. Design/methodology/approach The approach...

...Hans Pechtl Purpose The purpose of this paper is to conceptualize several dimensions of product‐price knowledge and to develop measurement variables that qualify a person's product‐price knowledge. Assuming product‐price knowledge is a multidimensional construct, the relationship between its...

...Raj Arora Purpose The purpose of this paper is to investigate the effectiveness of price bundling and message framing on attitudes, intentions, and beliefs about attributes of teeth whitening products. Although each of these variables, message framing and price bundling, has been explored...

...Herman Diller Purpose The purpose of this article is to integrate the various strands of fair price research into a concise conceptual model. Design/methodology/approach The proposed price fairness model is based on a review of the fair pricing literature, incorporating research reported...