Consumer Perceptions and Pricing Practices for Weddings
N. D. Albers (),
A. O. Wren (),
T. L. Knotts () and
M. G. Chupp ()
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N. D. Albers: Louisiana State University Shreveport
A. O. Wren: Louisiana State University Shreveport
T. L. Knotts: Louisiana State University Shreveport
M. G. Chupp: Berry College
Journal of Consumer Policy, 2021, vol. 44, issue 3, No 3, 407-426
Abstract Weddings represent a specific consumption experience with unusual pressures (financial and emotional). Societal pressures of perfection and the experience itself, including conspicuous consumption, experience, and credence qualities, create a unique consumption and pricing environment. Study 1 provides evidence of a two-tier retail pricing approach for “regular” and “wedding” items. Study 2 suggests this phenomenon has been propagated by a tendency to attach elevated importance to wedding products. This paper documents the practice of elevated wedding pricing and offers insight into why the practice is tolerated and perpetuated.
Keywords: Pricing; Discrimination; Wedding; Consumer; Perfection; Quality (search for similar items in EconPapers)
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