... 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...

... G. Nagler can be contacted at: mnagler@ccny.cuny.edu © Emerald Group Publishing Limited 2011 Pricing policy Uncertainty management Medicines Consumer behaviour United States of America Credence goods are products for which key characteristics may not be fully evaluated...

... Uncertainty management identification and purchase simplification function; brand has a projective, symbolic and imaginary function and provides the consumer with a status; and brand guarantees quality, protection and risk reduction for the consumer by pointing out to its source. have...

... generally decreases equilibrium prices and the variabilities of profits. © Emerald Group Publishing Limited 2004 Uncertainty management Pricing Competitors Game theory Most pricing studies in marketing assume that there is a stable relationship between a product's price and its demand...