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When Internal Reference Prices and Price Expectations Diverge: The Role of Confidence
When do internal reference prices differ from articulated price expectations? The authors propose that the internal reference price depends not only on the magnitude of the expected price but also on the confidence associated with this expectation. Four experiments delineate the effects of price expectation and confidence on the internal reference price.
In Experiments 1 and 2, the authors manipulate repetition and examine the effects of repetition-induced confidence on price judgments. In Experiments 3 and 4, they manipulate confidence directly to investigate its effects on judgments. The results from all four experiments suggest that consumers with less confidence have higher internal reference prices than more confident consumers, even when they do not differ in their articulated price expectations. The authors discuss the implications of these results for pricing theory.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM4403 | ADB Repository Online | 1 |
| Penerbit | Chicago: American Marketing Association 2007 |
|---|---|
| Edisi | Vol. 44, No. 3 (Aug., 2007), pp. 401-409 |
| Subjek | Consumer psychology Pricing behavior Price discrepancy Internal reference prices |
| ISBN/ISSN | 0022-2437 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 9 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |