Refund depth effects on the impact of price-beating guarantees

Pierre Desmet, Emmanuelle Le Nagard () and Vincenzo Esposito Vinzi
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Pierre Desmet: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique, ESSEC Business School
Emmanuelle Le Nagard: ESSEC Business School
Vincenzo Esposito Vinzi: ESSEC Business School

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Abstract: Refund depth may influence the effectiveness of a price guarantee when a store offers to reimburse customers more than the price difference. Using an experimental study that features real stores with high credibility, this article shows that a simple price-matching guarantee has no effect on either the perceived value of an offer or intentions to visit the store. Low and high penalty levels have smaller effects than intermediate penalties, but the believability of price guarantee offers that contain a penalty remains constant; this finding may reflect a general distrust of additional penalties.

Keywords: Price-matching guarantees; Price image; Retailing; Price-beating guarantees; Retail pricing (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (1)

Published in Journal of Business Research, 2012, 65 (5), pp.603-608. ⟨10.1016/j.jbusres.2011.02.034⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01631381

DOI: 10.1016/j.jbusres.2011.02.034

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