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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2000 MCB UP Ltd. All rights reserved.
- ISSN
- 1061-0421
- DOI
- 10.1108/10610420010332449
- Publisher site
- See Article on Publisher Site
Abstract
While there has been much debate in the reference pricing literature on the most appropriate conceptualization of internal reference price used by consumers in evaluating deals, the question of whether consumers may use different internal reference prices at different stages of the purchase process has not been addressed. In this article, we hypothesize that consumers may use one type of internal reference price to form their deal attitude and another to determine their purchase intentions. We also show that different dimensions of internal reference price are used to determine deal attitude and purchase intention and that price uncertainty moderates the relationship between these internal reference prices and deal evaluation.
Journal
Journal of Product & Brand Management – Emerald Publishing
Published: Jun 1, 2000
Keywords: Consumer behaviour; Evaluation