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: 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)
Date: 2021
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DOI: 10.1007/s10603-021-09488-y

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