Price Image Formation and Point-Of-Purchase Consumer Decision Making

Ryan Hamilton, Northwestern University
Alexander Chernev, Northwestern University
This research draws on theories from psychology and decision-making to better understand the formation of retailer price image and its impact on point-of-purchase consumer decision making. Price image is important to marketers because it plays a key role in two types of consumer decision making: decisions of whether or not to buy a selected offering at a given price and consumers’ decisions of where to shop. This research examines price image formation by investigating consumer reactions to changes in the retailer’s product line, such as adding an upscale or down scale extension, and how these changes impact consumer decision making.
[ to cite ]:
Ryan Hamilton and Alexander Chernev (2008) ,"Price Image Formation and Point-Of-Purchase Consumer Decision Making", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 52-54.