The Effects of Contextual Prices on Consumers’ Brand Evaluation: a Test of Alternative Reference Price Models

Consumer’s price evaluation is susceptible to contextually presented prices. The existing literature suggests that price evaluation is affected by (1) the range of the context prices, (2) the price rank in the price set, and (3) the average context price. The results of three studies present converging evidence that which feature of the context price plays a more important role is moderated by the type of evaluation task. The range has stronger influence when evaluating attractiveness of a target, whereas either the rank or the average price effect is predominant when deciding on whether or not to purchase a brand.



Citation:

Kwanho Suk, Song-Oh Yoon, and Sie Yeoun Song (2008) ,"The Effects of Contextual Prices on Consumers’ Brand Evaluation: a Test of Alternative Reference Price Models", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 639-640.

Authors

Kwanho Suk, Korea University, Korea
Song-Oh Yoon, Korea University, Korea
Sie Yeoun Song, Korea University, Korea



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Can Fear Be Eaten? Emotional and Behavioral Consequences of Intake of Fear-inducing Food or Drink

Jiangang Du, Nankai University
Qiuying Zheng, Beijing University of Chinese Medicine
Michael K. Hui, Chinese University of Hong Kong, China
Xiucheng Fan, Fudan University, China

Read More

Featured

J11. The Myth of Return – Success or Failure? Consumer Identity and Belonging in the Case of Repatriate Migrants

Sonja N. Kralj, University of Augsburg, Germany
Michael Paul, University of Augsburg, Germany

Read More

Featured

Thanks for Nothing: Expressing Gratitude Invites Exploitation by Competitors

Kelly Kiyeon Lee, Georgetown University, USA
Jeremy A. Yip, Georgetown University, USA
Cindy Chan, University of Toronto, Canada
Alison Wood Brooks, Harvard Business School, USA

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.