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Contextual Influences on Perceptions of Merchant-Supplied Reference Prices
Abstract
Two contextual variables that have theoretical roots in information processing, attribution, and social judgment theories were manipulated along with three levels of merchant-supplied reference price in a 2 × 2 × 3 analysis of variance design. Results support the hypothesized effects of consistency and distinctiveness as contextual variables that influence internal price standards and purchase evaluations. The three price levels resulted in a curvilinear pattern of results for the purchase evaluation and source credibility dependent variables, as hypothesized. However, contrary to assimilation-contrast theory, the impact of the merchant-supplied reference price on estimates of normal and fair prices was monotonic.
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Cites
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An analysis of antecedents and consequences of trust in a corporate brand
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Metadata
- Authors
- Lichtenstein, D. R., & Bearden, W. O.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 1989-06
- Volume
- 16
- Issue
- 1
- Pages
- 55
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W1994001873
- Cited by
- 364
- References
- 2
- FWCI
- 12.45
- Type
- journal article
- Language
- en
- Open access
- closed
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