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Marketing tactics discouraging price search: Deception and competition

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  • Lindsey-Mullikin, Joan
  • Petty, Ross D.
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    Abstract

    Retailers attempt to assure consumers that their deals are bargains using a variety of marketing tactics. Because consumers continue information and price searches until satisfied with the amount of the information to make a purchase, such bargain assurances (BAs) can change consumers' shopping behavior. This article identifies twelve common BAs and reviews extant marketing literature to derive evidence of how BAs affect consumers' purchasing behavior. It then examines how these practices are regulated to prevent consumer deception or a reduction in competition. This article concludes by offering three policy recommendations: BAs influence consumers and require regulation; the regulation of BAs demands a comprehensive rather than a piecemeal approach; and consumer policy should facilitate and encourage accurate price comparisons.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 64 (2011)
    Issue (Month): 1 (January)
    Pages: 67-73

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    Handle: RePEc:eee:jbrese:v:64:y:2011:i:1:p:67-73

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Deception Pricing Competition Marketing tactics Search behavior Legal;

    References

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    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
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    Cited by:
    1. Kaltcheva, Velitchka D. & Winsor, Robert D. & Patino, Anthony & Shapiro, Stewart, 2013. "Impact of promotions on shopper price comparisons," Journal of Business Research, Elsevier, vol. 66(7), pages 809-815.

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