The Effect of Overlapping Price Ranges on Price Perception

Saravana Jaikumar, Indian Institute of Management, Ahmedabad, India
The author extends the range theory by examining the effect of multiple price ranges with overlapping anchors on consumer price perception. Three studies provide empirical evidence for the hypothesis that the psychological scale and evoked range for a price range are shortened in the presence of overlapping anchors.
[ to cite ]:
Saravana Jaikumar (2014) ,"The Effect of Overlapping Price Ranges on Price Perception", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 787-787.