2007
DOI: 10.1002/mar.20155
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Influences on what consumers know and what they think they know regarding marketer pricing tactics

Abstract: Although a considerable amount of research has investigated consumer knowledge of individual prices, consumer knowledge of marketer pricing tactics (e.g., partitioned prices, pennies a day) has received only limited attention. In the current research, a model depicting hypothesized antecedents of consumer knowledge (both accurate and self-perceived) regarding pricing tactics marketers use is proposed and then investigated in two studies. Tests of the model provided support for the hypothesized antecedents of b… Show more

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Cited by 55 publications
(31 citation statements)
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“…The SK scale consisted of three items modified from Carlson et al (2007) to reflect the context of privacy. On a 7-point Likert scale, respondents rated their perceived subjective privacy knowledge to three questions: 'Compared with most people you know, how would you rate your knowledge about how organizations collect and manage your personal information?'…”
Section: Methodsmentioning
confidence: 99%
See 2 more Smart Citations
“…The SK scale consisted of three items modified from Carlson et al (2007) to reflect the context of privacy. On a 7-point Likert scale, respondents rated their perceived subjective privacy knowledge to three questions: 'Compared with most people you know, how would you rate your knowledge about how organizations collect and manage your personal information?'…”
Section: Methodsmentioning
confidence: 99%
“…In offline consumer research, age was found to be positively related to OK (Carlson et al, 2007). Online, privacy concerns have alternatively been found to vary with age (Zukowski and Brown, 2007) and show no variation (Hoofnagle, King, Li and Turow 2010).…”
Section: Impact Of Demographic Characteristicsmentioning
confidence: 98%
See 1 more Smart Citation
“…Subjective knowledge (SK) refers to the confidence one has in their knowledge about a subject, or what they think they know about something; whereas objective knowledge (OK) refers to the objective measurement of the accuracy of one's knowledge. Clearly, knowledge confidence (SK) and accuracy (OK) are related concepts (Ellen, 1994;Carlson et al 2009Carlson et al , 2007Moorman et al 2004;Park Mothersbaugh and Feick, 1994), but they have also been shown to be distinct constructs that impact consumer behaviour differently (Brucks 1985;Carlson et al 2009;Park et al, 1994).…”
Section: Appendixmentioning
confidence: 99%
“…Objective knowledge has typically been measured via a series of true/false questions (i.e. Carlson, Bearden and Hardesty, 2007) about a subject of interest but as a result, scales of this kind do not translate among contexts. As the only similar objective knowledge privacy measure (Morrison, 2012) identified by the researchers was created for the purposes of measuring consumer knowledge about Canadian privacy legislation, a new scale was required to assess objective knowledge about Facebook's privacy policy.…”
Section: Appendixmentioning
confidence: 99%