Advanced Search
MyIDEAS: Login

Price Promotion (In)consistency and Consumers’ Brand Evaluations: The Role of Reference Prices

Contents:

Author Info

  • TINA M. Ashok K. Lalwani

    (Indiana University)

  • David H. Silvera

    (University of Texas at San Antonio)

  • Kent B. Monroe

    (University of Illinois/University of Richmond)

Registered author(s):

    Abstract

    Research suggests that consumers evaluate a brand that is promoted now but never before less favorably than a brand promoted now and also promoted consistently in the past because the former promotional behavior generates negative attributions. The present research examines the alternative possibility that a brand promoted inconsistently (vs. consistently) may be evaluated more favorably because it has a higher reference price. Three studies contrasting these two explanations reveal that when consumers' reference prices for the competing brands under consideration are similar, attributions drive evaluations. However, when consumers' reference prices for the competing brands differ, reference prices drive evaluations.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://business.utsa.edu/wps/mkt/0022MKT-448-2012.pdf
    File Function: Full text
    Download Restriction: no

    Bibliographic Info

    Paper provided by College of Business, University of Texas at San Antonio in its series Working Papers with number 0022.

    as in new window
    Length: 35 pages
    Date of creation:
    Date of revision:
    Handle: RePEc:tsa:wpaper:0022

    Contact details of provider:
    Postal: 6900 North Loop 1604 West, San Antonio, TX 78249-0631
    Phone: 210.458.4313
    Fax: 210.458.4308
    Web page: http://business.utsa.edu/wps
    More information through EDIRC

    Related research

    Keywords: reference price; adaptation level; price promotion; attributions; brand evaluations;

    Find related papers by JEL classification:

    References

    References listed on IDEAS
    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.:
    as in new window
    1. Khurana, Inder K. & Kim, Myung-Sun, 2003. "Relative value relevance of historical cost vs. fair value: Evidence from bank holding companies," Journal of Accounting and Public Policy, Elsevier, vol. 22(1), pages 19-42.
    2. Collins, Daniel W. & Maydew, Edward L. & Weiss, Ira S., 1997. "Changes in the value-relevance of earnings and book values over the past forty years," Journal of Accounting and Economics, Elsevier, vol. 24(1), pages 39-67, December.
    3. Wayne R. Landsman, 2002. "Has the Information Content of Quarterly Earnings Announcements Declined in the Past Three Decades?," Journal of Accounting Research, Wiley Blackwell, vol. 40(3), pages 797-808, 06.
    4. Holthausen, Robert W. & Watts, Ross L., 2001. "The relevance of the value-relevance literature for financial accounting standard setting," Journal of Accounting and Economics, Elsevier, vol. 31(1-3), pages 3-75, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:tsa:wpaper:0022. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Eddie Salinas).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.