Causes Customers Ascribe to Low Prices in Discount Stores

Stephan Zielke, University of Göttingen, Germany
This paper identifies and analyzes the causes, customers ascribe to low prices in discount stores. Such causes are inferior product quality, unfair relations to employees and suppliers, fair relations to customers (profit waive), an efficient business model, and psychological tricks in price communication. The paper demonstrates how these attributions impact perceptions, emotions and behavioral intentions to buy in discount stores. The results underline that each attribution type has specific effects on certain dependent variables. The study has important implications, as it shows that companies can influence customer perceptions, emotions and shopping intentions by changing specific attributions to low prices.
[ to cite ]:
Stephan Zielke (2010) ,"Causes Customers Ascribe to Low Prices in Discount Stores", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 352-358 .