Implizites Preiswissen von Konsumenten - wirklich genauer als ihr explizites Preiswissen?

Schneider, Helmut; Kenning, Peter; Hartleb, Vivian; Eberhardt, Tim

doi:10.15358/0344-1369-2009-4-219

Cited by 3 publications

(2 citation statements)

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“…To do so, there was a need to develop an indicator that allows us this comparison. Although a recent discussion addresses ways to compare results from recall and recognition tasks (Schneider et al , 2009), we chose:the number of correct prices; andthe PB±5 percent for each product.A correct answer was coded 1, while an incorrect answer was coded 0. Afterward, we summarize all points yielded by one certain participant.…”

Section: Resultsmentioning

confidence: 99%

“…We adopted the proposals of previous comparable studies (Vanhuele and Drèze, 2002; Mazumdar and Monroe, 1990, 1992) regarding price knowledge by comparing the hit ratio of recognition tests and recall tests. At the same time, this comparison is not unproblematic, because the validity of the hit ratio of both methods is different (Schneider et al , 2009). In future research projects it would be preferable to improve the basis of comparison between recall and recognition tests.…”

Section: Limitations Of the Study And Future Researchmentioning

confidence: 99%

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An empirical multi‐method investigation of price knowledge in food retailing

Kenning

Hartleb

Schneider

2011

International Journal of Retail &Amp; Distribution Management

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PurposeThis paper aims to add insights on consumers' price knowledge in food retailing using a theory‐based multi‐method approach.Design/methodology/approachThe paper provides data from one questionnaire and two experimental studies. The aim of the first study was to address price recall. To do so, data were collected on the accuracy of grocery‐shopper price knowledge for 20 carefully selected products. Using the mall intercept method, three trained interviewers queried 300 randomly selected people in the store, but prior to shopping. After a period of four weeks the subjects were contacted by phone and asked whether they would like to participate in a second two‐step experiment. A total of 105 of the original 300 shoppers agreed to take part in the second study, in which a recognition task in terms of a computer experiment was accomplished with and without financial incentives.FindingsThe results of these studies confirmed the authors' expectations, based on theoretical considerations that: the level of price recall is lower than the level of price recognition; incentives have no influence on price‐knowledge in the recognition task; and price‐knowledge for private labels is significantly higher in the recall, as well as in the recognition task. Moreover, in regression analyses it was found that there was no significant influence of age, gender, price‐consciousness, duration of customership, and shopping transactions per week on price recall and/or price recognition.Research limitations/implicationsThe findings are limited with respect to branch, time period, and culture.Originality/valueThis paper is the first using a multi‐method approach to measure price‐recall and price‐recognition in food retailing. Moreover, it adds evidence concerning the differences of price‐knowledge due to the nature of the brand. Finally, it is shown that incentives and certain demographics have no influence on price‐knowledge.

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Section: Resultsmentioning

confidence: 99%

Section: Limitations Of the Study And Future Researchmentioning

confidence: 99%