A Meta-Analytic Review of Just-Below Pricing Effects

Traci Freling, University of Texas at Arlington, USA
Leslie Vincent, University of Kentucky, USA
Robert Schindler, Rutgers University-Camden, USA
David Hardesty, Jason Rowe, University of Kentucky, USA; University of Kentucky, USA
The prevalence of just-below pricing in the marketplace is well documented, as is the scholarly research investigating its impact. However, relatively little is understood about the influence of just-below pricing on demand and other performance outcomes. This meta-analysis quantitatively synthesizes this growing body of literature. Results suggest just-below pricing affects choice when employed for services and durable goods with higher prices and unknown brand names. Just-below pricing also affects sales, recall, and perceptions of price, quality, and value, although price and product characteristics moderate these relationships. Implications of the findings emanating from this integrative review of just-below pricing are discussed.
[ to cite ]:
Traci Freling, Leslie Vincent, Robert Schindler, and David Hardesty, Jason Rowe (2010) ,"A Meta-Analytic Review of Just-Below Pricing Effects", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 618-620 .