When and How Price-Dropping Serves As a Coping Mechanism For Price-Jolts

Aaron G. Garvey, Pennsylvania State University, USA
Simon J. Blanchard, Georgetown University, USA
Karen Page Winterich, Pennsylvania State University, USA
We propose that consumers cope with price-jolts (i.e. unintentional overpayment for a product) through price-dropping (i.e. mentioning this overpayment to others). Three studies demonstrate that when status cues are present, consumers prefer to engage in price-dropping following a price-jolt, and doing so improves satisfaction. Theoretical contributions and implications are discussed.
[ to cite ]:
Aaron G. Garvey, Simon J. Blanchard, and Karen Page Winterich (2012) ,"When and How Price-Dropping Serves As a Coping Mechanism For Price-Jolts", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 885-886.