Price Image Formation and Point-Of-Purchase Consumer Decision Making
This research draws on theories from psychology and decision-making to better understand the formation of retailer price image and its impact on point-of-purchase consumer decision making. Price image is important to marketers because it plays a key role in two types of consumer decision making: decisions of whether or not to buy a selected offering at a given price and consumers’ decisions of where to shop. This research examines price image formation by investigating consumer reactions to changes in the retailer’s product line, such as adding an upscale or down scale extension, and how these changes impact consumer decision making.
Ryan Hamilton and Alexander Chernev (2008) ,"Price Image Formation and Point-Of-Purchase Consumer Decision Making", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 52-54.
Ryan Hamilton, Northwestern University
Alexander Chernev, Northwestern University
NA - Advances in Consumer Research Volume 35 | 2008
The Asymmetry between Time and Money Compensation effect when feeling Scarcity: Time helps the Money Poor, but Money doesn’t help the Time Poor
Jane So, University of Washington, USA
Nidhi Agrawal, University of Washington, USA
Willingness to Pay: A Contextualized Method of Valuation
Sharlene He, Concordia University, Canada
Eric T. Anderson, Northwestern University, USA
Derek Rucker, Northwestern University, USA
F3. The Dark Side of Happy Brands: A Case Study of Newport Cigarette Advertising
Timothy Dewhirst, University of Guelph, Canada
Wonkyong Beth Lee, Western University, Canada