The influence of redundant comparison prices and other price presentation formats on consumers’ evaluations and purchase intentions

Chandrashekaran, Rajesh

doi:10.1016/j.jretai.2004.01.004

Cited by 75 publications

(50 citation statements)

References 30 publications

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“…In addition to the price discount level, price discount framing is a crucial factor influencing consumer price perceptions (Hardesty and Bearden, 2003;Chandrashekaran, 2004;Darke and Chung, 2005;Kim, 2006). In green research, researchers also care about the effects of message framing in green advertising, for example, positively or negatively framed messages (Xue, 2015) and gain-or lossframed messages (Chang et al, 2015).…”

Section: H4mentioning

confidence: 99%

“…the discount threshold) that would encourage consumers to bring their own cups for buying take-out beverages should be clarified. In addition to the price discount threshold, price discount framing is a crucial factor influencing consumer price perceptions (Hardesty and Bearden, 2003;Chandrashekaran, 2004;Darke and Chung, 2005;Kim, 2006). Therefore, this study also investigated the price discount threshold and frames for inducing consumers with notable willingness to bring their own cups in a green consumerism promotion setting.…”

Section: Introductionmentioning

confidence: 99%

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The effect of price discounts on green consumerism behavioral intentions

Tseng

2016

J of Consumer Behaviour

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Green consumerism encourages consumers to demonstrate environmentally friendly behavior for protecting the environment and health of human beings. For example, if consumers wish to purchase take-out beverages, they are encouraged to bring their own cups or water bottles rather than use disposable cups. This study, through 2 experiments, discussed the use of price discounts for encouraging green consumerism behavioral intentions. Experiment 1 examined the relationships among a green promotion setting, perceived nonmonetary and monetary sacrifice, and purchase intention toward the list price. The results of hierarchical regression models based on 120 valid questionnaires showed that perceived nonmonetary sacrifice fully mediated the relationship between a green promotion setting and the purchase intention toward the list price. Experiment 2 investigated the relationship between price discount levels and frames and a green or general promotion setting used by take-out beverage shops. The results of the analysis of variance based on 900 valid questionnaires demonstrated that (i) the variation in consumer purchase intention in response to green consumerism promotion was lower than that in response to general promotion; (ii) the price discount threshold used in green consumerism promotion was 20%, which was higher than that in a general promotion setting; and (iii) consumers preferred a percentage discount offered during green consumerism promotion; however, they preferred a discount with a specific dollar amount in a general promotion setting. These results provide suggestions for improving green marketing and green consumerism.

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Section: H4mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The effect of price discounts on green consumerism behavioral intentions

Tseng

2016

J of Consumer Behaviour

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“…When applying this function in a promotional context, several studies suggest that high discounts are positively evaluated (Alford & Biswas, 2002;Hardesty & Bearden, 2003;Chandrashekaran, 2004;Raghubir, 2004), implying serious concerns about whether price inferences could lead to quality inferences. Therefore, the widely accepted and established notion of an inverted U-shaped price acceptability function may not be sustained in a promotional context.…”

Section: Promotional Effectiveness At "High" Benefit Levelsmentioning

confidence: 99%

“…The specific monetary promotion levels (9%, low; 20%, moderate; 50%, high) were established based on the pretests conducted, previous literature, and a review of price discounts in the marketplace (Inman, Peter, & Raghubir, 1997;Alford & Biswas, 2002;Hardesty & Bearden, 2003;Nunes & Park, 2003;Chandrashekaran, 2004;Tan & Chua, 2004). A total of 126 subjects were involved in this pretest.…”

Section: Pretests To the Treatments' Designmentioning

confidence: 99%

Effectiveness of price discounts and premium promotions

Palazón

Delgado‐Ballester

2009

Psychology and Marketing

111

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Although price discounts are by far the most common form of sales promotions employed by firms, the increasing use of premiums as a promotional strategy may imply that they are occupying a more important place in the promotional strategy. Since price discounts are quite costly and can reduce consumers' reference prices, undermine perception of quality, and hurt brand equity, it is crucial to know what type of promotion is the most preferred and valued by consumers. As the most recent works in the field have argued that the promotional benefit level is an important determinant of promotional effectiveness, this research reports the results of two experimental studies that investigated the interaction effect between promotional benefit level and promotion type across three levels of benefit (low, moderate, high). The results obtained suggest that at high benefit levels price discounts are more effective than premiums, while the opposite occurs at low levels. However, a similar evaluation of promotional tools was found at moderate benefit levels. The findings offer guidance to managers who might benefit from knowing what is the best strategy to promote their products and services. Our work also extends prior related research because, to this date, the effectiveness of price discounts and premiums across promotional benefit levels is an under-researched issue.

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“…Specifically, when a reference price is provided, consumers use it as an anchor to assess the overall reduced sale price (Monroe, 1973;Winer, 1986), which results in a more favorable perception of the offer (Della Bitta et al, 1981;Friedmann and Haynes, 1991;Das, 1992;Chandrashekaran, 2004).…”

Section: The Economic Routementioning

confidence: 99%

Format effects in volume discounts to consumers

Parguel

Pechpeyrou

Sabri‐Zaaraoui

et al. 2007

Journal of Product &Amp; Brand Management

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PurposeUsing a classification of benefits and costs of promotional offers (Raghubir et al., 2004) along three routes -economic, informational and affective -this paper aims at evaluating, from the consumer's point of view, the relative perceptual disadvantages of separate-item bundles compared to pre-wrapped bundles. Design/methodology/approachThe marketing literature and a qualitative study based on 18 consumers permit us to identify the relative perceived costs and benefits associated with separate-item bundles and to derivehypotheses. An experiment on a sample of 120 adult consumers was then set up to test these hypotheses. FindingsThe findings suggest that consumers associate separate-item bundles with higher economic benefit but also with higher inspection costs. From a more global perspective, there is no loss of interest in separate-item bundles compared to pre-wrapped bundles. Research limitations/implicationsFocusing our research on separate-item bundles clarifies the way consumers evaluate promotions. Its qualitative phase gives support to the relevance of an "informational route" (Raghubir et al., 2004), beyond the traditional utilitarian and hedonic routes (Chandon et al., 3 2000). Its quantitative phase confirms the importance of cognitive biases in consumers' perceptions of promotions. Practical implicationsThe numerous advantages of separate-item bundles for manufacturers and retailers and their attraction to consumers should lead to an increasingly intensive use in promotional campaigns. Besides, the quality of in-store communication is the most important factor of the success of separate-item bundles, which provides the opportunity to propose meaningful recommendations for practitioners. Originality/value of paperIf the strengths and weaknesses of separate-item bundles have already been studied from a managerial point of view, to our knowledge, no research has focused on separate-item bundle efficiency from the consumer's point of view.

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The influence of redundant comparison prices and other price presentation formats on consumers’ evaluations and purchase intentions

Cited by 75 publications

References 30 publications

The effect of price discounts on green consumerism behavioral intentions

The effect of price discounts on green consumerism behavioral intentions

Effectiveness of price discounts and premium promotions

Format effects in volume discounts to consumers

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