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Contextual Influences on Perceptions of Merchant-Supplied Reference Prices

  • Lichtenstein, Donald R
  • Bearden, William O
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    Two contextual variables that have theoretical roots in information processing, attribution, and social judgment theories were manipulated along with three levels of merchant-supplied reference price in a 2 x 2 x 3 analysis of variance design. Results support the hypothesized effects of consistency and distinctiveness as contextual variables that influence internal price standards and purchase evaluations. The three price levels resulted in a curvilinear pattern of results for the purchase evaluation and source credibility dependent variables, as hypothesized. However, contrary to assimilation-contrast theory, the impact of the merchant-supplied reference price on estimates of normal and fair prices was monotonic. Copyright 1989 by the University of Chicago.

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    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 16 (1989)
    Issue (Month): 1 (June)
    Pages: 55-66

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    Handle: RePEc:ucp:jconrs:v:16:y:1989:i:1:p:55-66
    Contact details of provider: Web page: http://www.journals.uchicago.edu/JCR/

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