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Negative price-image effects of appealing store architecture: Do they really exist?

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  • Zielke, Stephan
  • Toporowski, Waldemar

Abstract

Retailers often worry about the negative effects of appealing exterior architecture on their store's price image, especially the price-level perception and the ease of price evaluation. Findings from prior laboratory experiments support these concerns, while field studies find no such effects. The present study explains this inconsistency by analyzing the moderating effects of price and retail brand information available to customers in real shopping situations. The results show that negative effects of appealing exterior architecture do not exist when retail brand information is available. The availability of price information neutralizes the negative effects of appealing architecture on the price-level perception, but not on the ease of price evaluation.

Suggested Citation

  • Zielke, Stephan & Toporowski, Waldemar, 2012. "Negative price-image effects of appealing store architecture: Do they really exist?," Journal of Retailing and Consumer Services, Elsevier, vol. 19(5), pages 510-518.
  • Handle: RePEc:eee:joreco:v:19:y:2012:i:5:p:510-518
    DOI: 10.1016/j.jretconser.2012.06.007
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    References listed on IDEAS

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    Cited by:

    1. Rafael Luis Wagner, 2019. "Lowering consumers’ price image without lowering their internal reference price: the role of pay-what-you-want pricing mechanism," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 18(4), pages 332-341, August.
    2. Thayse Schneider Silva & Marcelo Gattermann Perin & Rafael Luis Wagner & Kenny Basso, 2019. "The influence of advertisement repetition on price image in the context of higher education services," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 18(4), pages 342-352, August.

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