Deal evaluation and purchase intention the impact of aspirational and marketbased internal reference prices

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...

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Bibliographic Details
Published in:The journal of product & brand management 2000-06, Vol.9 (3), p.179-192
Main Authors: Vaidyanathan, Rajiv, Aggarwal, Praveen, Stem, Donald E., Muehling, Darrel D., Umesh, U.N.
Format: Article
Language:English
Subjects:
Consumer behaviour
Evaluation
Pricing
Online Access:Get full text
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Summary: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.
ISSN:1061-0421
DOI:10.1108/10610420010332449