Semantic Price Claims and Discount Expectations
This research examines how phrases used to describe discounts, such as “unbeatable savings” or “special sale,” affect deal valuation. We provide evidence that these phrases, herein called semantic price claims, have consistent numerical interpretations, and influence value perceptions and purchase intention through expectancy-disconfirmation.
Citation:
Patricia Norberg, Albert Della Bitta, and Stephen Atlas (2016) ,"Semantic Price Claims and Discount Expectations", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 567-568.
Authors
Patricia Norberg, Quinnipiac University, USA
Albert Della Bitta, University of Rhode Island, USA
Stephen Atlas, University of Rhode Island, USA
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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