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Effects of price reframing tactics on consumer perceptions

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  • Shirai, Miyuri

Abstract

This article compares the effects of three pricing tactics—temporal reframing of prices (TRP), measure-based unit pricing (UP), and usage-based UP—on various consumer perceptions. Although these tactics are similar as they all reframe retail prices to a smaller amount, dissimilarity also exists as the respective units used for calculating these reframed prices differ. A laboratory experiment was performed to draw comparisons among the three types in a context of print advertisement. The results suggest that usage-based UP provided the most beneficial information for consumers; however, the differences between usage-based UP and TRP were not substantial.

Suggested Citation

  • Shirai, Miyuri, 2017. "Effects of price reframing tactics on consumer perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 82-87.
    • Handle: RePEc:eee:joreco:v:34:y:2017:i:c:p:82-87
    DOI: 10.1016/j.jretconser.2016.09.009
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    References listed on IDEAS

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    Cited by:

    1. Ohlwein, Martin, 2022. "Same but different - The effect of the unit of measure on the valuation of a unit price," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    2. Büyükdağ, Naci & Soysal, Ayşe Nur & Ki̇tapci, Olgun, 2020. "The effect of specific discount pattern in terms of price promotions on perceived price attractiveness and purchase intention: An experimental research," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    3. Fecher, André & Robbert, Thomas & Roth, Stefan, 2019. "Same price, different perception: Measurement-unit effects on price-level perceptions and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 129-142.
    4. Ruey-Chyn Tsaur & Yi-Hsuan Lin, 2018. "Exploring the Consumer Attitude of Building-Attached Photovoltaic Equipment Using Revised Technology Acceptance Model," Sustainability, MDPI, vol. 10(11), pages 1-19, November.
    5. A. Fecher & T. Robbert & S. Roth, 2020. "Unit Price Measures in Retailing: Consistency Effects on Product Choice and Store Evaluations," Journal of Consumer Policy, Springer, vol. 43(3), pages 611-633, September.
    6. Ladeira, Wagner & Rasul, Tareq & Perin, Marcelo Gattermann & Santini, Fernando, 2023. "The bright side of disorganization: When surprise generates low-price signals," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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