Price Perceptions and Consumer Shopping Behavior: A Field Study

Seven price-related constructs-five consistent with a perception of price in its "negative role" and two consistent with a perception of price in its "positive role"-are used as independent variables to predict marketplace responses/behaviors in five domains: price search, generi...

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Bibliographic Details
Published in:Journal of marketing research 1993-05, Vol.30 (2), p.234-245
Main Authors: Lichtenstein, Donald R., Ridgway, Nancy M., Netemeyer, Richard G.
Format: Article
Language:English
Subjects:
Brands
Consumer behavior
Consumer prices
Consumer research
Coupons
Generic products
Market prices
Marketing
Perceptions
Prestige
Prices
Shopping
Statistical analysis
Studies
Sumer
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Summary:Seven price-related constructs-five consistent with a perception of price in its "negative role" and two consistent with a perception of price in its "positive role"-are used as independent variables to predict marketplace responses/behaviors in five domains: price search, generic product purchases, price recall, sale responsiveness, and coupon redemption. The price-related constructs explain a significant amount of variance in all five domains, providing evidence of predictive validity. Results of a higher order factor analysis are also reported, which provide some support for the positive-negative perception of price taxonomy.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224379303000208