Retailer Pricing As Reassurance: Discounts and the Transaction Utility of Conflicted Consumers

Retailers often either follow “every-day low pricing” (EDLP) or “high-low” (Hi-Lo) models; recent research finds that consumers’ perceive the EDLP model to be cheaper. This research indicates that despite the price perceptions, Hi-Lo pricing offers consumers, particularly price-quality conflicted consumers, transaction utility not available through EDLP.


Chris Hydock and Luc Watieu (2016) ,"Retailer Pricing As Reassurance: Discounts and the Transaction Utility of Conflicted Consumers", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 737-737.


Chris Hydock, Georgetown University, USA
Luc Watieu, Georgetown University, USA


NA - Advances in Consumer Research Volume 44 | 2016

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