A Reexamination of Frequency-Depth Effects in Consumer Price Judgments

Ashok K. Lalwani and Kent B. Monroe

Journal of Consumer Research, 2005, vol. 32, issue 3, 480-485

Abstract: Previous research has shown that when there are multiple possible prices for two brands, the brand that is discounted frequently but at shallow levels is perceived to have a lower average price than the brand that is discounted infrequently but at deeper levels (the "frequency effect"). However, when there are only two possible prices for each brand, the brand discounted infrequently but at deeper levels is perceived to have a lower average price (the "depth effect"). Over a series of experiments, we demonstrate that these frequency and depth effects do not generalize to other temporal price distributions. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Date: 2005
References: Add references at CitEc
Citations: View citations in EconPapers (9)

Downloads: (external link)
http://dx.doi.org/10.1086/497560 link to full text (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:oup:jconrs:v:32:y:2005:i:3:p:480-485

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().