Reference prices in retail advertisements: moderating effects of market price dispersion and need for cognition on consumer value perception and shopping intention

Reference prices in retail advertisements: moderating effects of market price dispersion and need... One main concern regarding the use of reference prices in advertisements relates to the possibility of deception due to consumers' positive response towards exaggerated or implausible claims. This paper examines the moderating roles of a contextual variable‐market price dispersion for a product category, and that of an individual level variable‐need for cognition, in influencing consumer evaluation of reference prices across two experiments. The results support the hypothesized effects of need for cognition and demonstrate that, for low need, for cognition individuals, increasing the level of reference price results in positive effects on value perception and shopping intention. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Reference prices in retail advertisements: moderating effects of market price dispersion and need for cognition on consumer value perception and shopping intention

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1061-0421
D.O.I.
10.1108/10610420410560280
Publisher site
See Article on Publisher Site

Abstract

One main concern regarding the use of reference prices in advertisements relates to the possibility of deception due to consumers' positive response towards exaggerated or implausible claims. This paper examines the moderating roles of a contextual variable‐market price dispersion for a product category, and that of an individual level variable‐need for cognition, in influencing consumer evaluation of reference prices across two experiments. The results support the hypothesized effects of need for cognition and demonstrate that, for low need, for cognition individuals, increasing the level of reference price results in positive effects on value perception and shopping intention.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Oct 1, 2004

Keywords: Advertisements; Prices; Cognition; Consumers; Values; Shopping

References

  • The dynamics of local markets: a case study of cameras
    Duncan, G.J.

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