The Role of Consumers’ Attributions During Price Promotions

Igor Makienko, University of Nevada at Reno, USA
Prior research showed that offering excessive value during price promotions may be perceived as a violation of the common sense of selling and may motivate consumers to engage in attributional thinking. We develop a model of consumers’ attributions and suggest that the type of attributions will depend on a reference price level. Price promotions with plausible reference prices will be attributed to inferior product quality, while price promotions with implausibly high reference prices will be attributed to the desire of a retailer to enhance perceived value of the deal. Consumers’ attributions about retailer’s motives will adversely affect consumers’ perceptions of price promotions.
[ to cite ]:
Igor Makienko (2010) ,"The Role of Consumers’ Attributions During Price Promotions ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 863-864 .