Price on the Top of the Price: Effect of Sales Tax and Product Price on Consumers’ Estimates of the Total Purchase Price

If consumers are well aware of sale taxes but do not see them on price tags does this mean that they are not influenced by this universal surcharge when they estimate the total purchase price? In our research we explore the impact of sale taxes on consumers’ estimations of the total purchase price in traditional retail settings and suggest that price level will moderate the impact of sale taxes on consumers’ estimations of the total purchase price.



Citation:

Igor Makienko (2011) ,"Price on the Top of the Price: Effect of Sales Tax and Product Price on Consumers’ Estimates of the Total Purchase Price ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 900.

Authors

Igor Makienko, Universty of Nevada, Reno, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

M5. The More Expensive a Gift Is, the More It Is Appreciated? The Effect of Gift Price on Recipients’ Appreciation

Jooyoung Park, Peking University
MENGSHU CHEN, Tencent Holdings Limited

Read More

Featured

Too Much of a Good Thing? Consumer Response to Changes in Brand Essence

Tarje Gaustad, Kristiania University College
Bendik Samuelsen, BI Norwegian Business School
Luk Warlop, Norwegian School of Management, Norway
Gavan Fitzsimons, Duke University, USA

Read More

Featured

Economic Tremors and Earthquakes: Sharing, The Sharing Economy, Crowdfunding, Cryptocurrencies, and DAOs

Russell W. Belk, York University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.