Contextual Influences on Perceptions of Merchant-Supplied Reference Prices

Donald R Lichtenstein and William O Bearden

Journal of Consumer Research, 1989, vol. 16, issue 1, 55-66

Abstract: 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.

Date: 1989
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:16:y:1989:i:1:p:55-66

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