English, Article, Journal or magazine article edition: Do consumers really know if the price is right ? Direct measures of references price are their implications for retailing VANHUELE, Marc; DREZE, Xavier

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Bookmark: http://trove.nla.gov.au/version/23135
Physical Description
  • preprint
Language
  • English

Edition details

Title
  • Do consumers really know if the price is right ? Direct measures of references price are their implications for retailing
Author
  • VANHUELE, Marc
  • DREZE, Xavier
Physical Description
  • preprint
Notes
  • Reference price research suggest that consumers memorize and recall price information when selecting brands for frequently purchased products. In this study, we show that previous price-knowledge surveys provided imperfect estimates of reference price. Further, we propose to use a combination of price recall, price recognition, and deal recognition to measure representations to memorize prices. In addition we identify consumer and product characteristics that explain the variations in price knowledge.
  • price knowledge; reference price; retailing
  • RePEc:ebg:heccah:0711
Language
  • English
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