Retailer Pricing Strategy and Consumer Choice Under Price Uncertainty

We examine consumers’ retailer choice under price uncertainty. Simulating everyday choice participants made many retailer choices where they chose a retailer and only then learned prices. Results of six studies demonstrated a choice advantage for a retailer that offered frequent small discounts over a retailer that offered infrequent large discounts.


Shai Danziger, Liat Hadar, and Vicki Morwitz (2014) ,"Retailer Pricing Strategy and Consumer Choice Under Price Uncertainty", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González, Tina M. Lowrey, and , Duluth, MN : Association for Consumer Research, Pages: 54-55.


Shai Danziger, Recanati Business School, Tel-Aviv University, Israel
Liat Hadar, Arison School of Business, The Interdisciplinary Center (IDC) Herzliya, Israel
Vicki Morwitz, Stern School of Business, New York University, USA


LA - Latin American Advances in Consumer Research Volume 3 | 2014

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