B1. Dynamic Pricing in Stationary Retailing - the Role of Consumer's Trust

The integration and application of electronic shelf labels (ESL) enables retailers to implement dynamic pricing practices. Therefore, this research work investigates how the use of ESL is perceived by consumers. Preliminary findings revealed that consumer's trust positively affects the perception of ESL as well as perceived price fairness and loyalty.



Citation:

Maximilian Clemens Pohst, Caspar Krampe, and Peter Kenning (2018) ,"B1. Dynamic Pricing in Stationary Retailing - the Role of Consumer's Trust", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 925-925.

Authors

Maximilian Clemens Pohst, Heinrich-Heine-University
Caspar Krampe, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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