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- Publisher
- Wiley
- Copyright
- "Copyright © 2012 Wiley Periodicals, Inc."
- ISSN
- 0742-6046
- eISSN
- 1520-6793
- DOI
- 10.1002/mar.20505
- Publisher site
- See Article on Publisher Site
Abstract
This study investigates the influence of customer satisfaction and elapsed time since purchase on customers’ explicit and implicit knowledge of price. The results of two large, independent surveys of customers who purchased a consumer durable good indicate that customer satisfaction and elapsed time have different effects on explicit versus implicit price knowledge. Customer satisfaction has a negative impact on explicit price knowledge, but no substantial effect on implicit price knowledge. The length of time between purchase and retrieval of the price information has a negative impact on explicit price knowledge but no substantial effect on implicit price knowledge. Finally, customer satisfaction has a moderating role, in that the higher the customer satisfaction level, the stronger the negative impact of elapsed time on explicit price knowledge.
Journal
Psychology & Marketing – Wiley
Published: Feb 1, 2012