The Role of Consumer Inferences About Price Discounts in Influencing Switching Behavior

The Role of Consumer Inferences About Price Discounts in Influencing Switching Behavior

 

 

 

Beomjoon Choi   University of Kansas

Rohini Ahluwalia    University of Minnesota

 

 

 

SHORT ABSTRACT

 

Past research in the area of price discounts oriented sales promotions has generated a rich, but diverse and mixed body of literature. Furthermore, recent research suggests that consumers are likely to generate a variety of inferences in response to promotional offers, ranging from economic to hedonic and informational. This research examines the role of consumer’s preference strength and product category risk in influencing the nature (consumer benefits vs. marketer tactics focused) as well as valence (negative vs. positive) of the inferences generated by consumers in response to price discounts offered by competitor brands. This research argues and empirically demonstrates the role of these inferences in influencing the brand switching likelihood.



Citation:

Rohini Ahluwalia and Beomjoon Choi (2006) ,"The Role of Consumer Inferences About Price Discounts in Influencing Switching Behavior", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 252-253.

Authors

Rohini Ahluwalia, University of Minnesota
Beomjoon Choi, University of Kansas



Volume

NA - Advances in Consumer Research Volume 33 | 2006



Share Proceeding

Featured papers

See More

Featured

B8. Factors Influencing Collaborative Consumption Usage in the US market: An Exploratory Study

Pia Annette Albinsson, Appalachian State University
B. Yasanthi Perera, Brock University, Canada
Bidisha Burman, University of Mary Washington
Lubna Nafees, Appalachian State University

Read More

Featured

Signaling Fun: Anticipated Sharing Leads to Hedonic Choice

Nicole Kim, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA

Read More

Featured

O9. The Role of Numerical Identification in Customer Reaction toward Service Failure

JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

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.