Importance Given to Future Price

Consumers form their expectations of future prices, and these expectations are incorporated into the current purchase decision. In this research, authors propose a new construct expected future price value to measure value associated with these predictions. They utilize five studies to conceptualize, develop and validate the scale of this construct.


Nitin Soni and Jagrook Dawra (2018) ,"Importance Given to Future Price", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 37-39.


Nitin Soni, Indian Institute of Management Raipur, India
Jagrook Dawra, Indian Institute of Management Raipur, India


AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018

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