Unit Price Measures in Retailing: Consistency Effects on Product Choice and Store Evaluations

A. Fecher (), T. Robbert and S. Roth
Additional contact information
A. Fecher: TU Kaiserslautern
T. Robbert: TU Kaiserslautern
S. Roth: TU Kaiserslautern

Journal of Consumer Policy, 2020, vol. 43, issue 3, No 10, 633 pages

Abstract: Abstract Unit prices help consumers identify the cheapest product. Yet, guidelines for their implementation vary considerably. Depending on regional regulations, retailers have substantial leeway in choosing a measure in which the unit price is expressed (e.g., per kilogramme vs. per wash load). Sometimes retailers even apply different measures for one product category at a time, which might be confusing for consumers. This study investigates the impact of consistent unit price measures on processing fluency of price information and product choice. The results of three studies reveal that the effectiveness of unit prices heavily depends on the consistency level. The findings suggest that consistency enhances processing fluency and makes it easier for consumers to compare prices. In addition, it unfolds positive effects for the retailer, as it leads to higher satisfaction and repatronage intentions.

Keywords: Unit price measure; Unit pricing; Processing fluency; Grocery shopping; Consistency effects (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1007/s10603-020-09456-y Abstract (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:kap:jcopol:v:43:y:2020:i:3:d:10.1007_s10603-020-09456-y

Ordering information: This journal article can be ordered from
http://www.springer. ... es/journal/10603/PS2

DOI: 10.1007/s10603-020-09456-y

Access Statistics for this article

Journal of Consumer Policy is currently edited by Hans Micklitz, John Thøgersen, Lucia A. Reisch, Alan Mathios and Christian Twigg-Flesner

More articles in Journal of Consumer Policy from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().