The Impact of Historic Price Information on Purchase Deferral

How would frequency and direction of past price changes influence purchase decisions? Using experiments and secondary data, we show that for price decreases (increases), consumers are more (less) likely to defer purchase upon observing higher frequency of past decreases (increases). This is driven by differences in expectations about future prices.



Citation:

Manissa Gunadi and Ioannis Evangelidis (2020) ,"The Impact of Historic Price Information on Purchase Deferral", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1022-1026.

Authors

Manissa Gunadi, ESADE, Spain
Ioannis Evangelidis, ESADE Business School, Spain



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

N6. Not Myself: The Impact of Secret-Keeping on Consumer Choice Regret

DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More

Featured

Product Complexity as a Barrier to Consumer Financial Decision-Making

Timothy Dunn, University of Colorado, USA
Philip M. Fernbach, University of Colorado, USA
Ji Hoon Jhang, Oklahoma State University, USA
John Lynch, University of Colorado, USA

Read More

Featured

The Mystique of Masculine and Feminine Choices: How Aversive Feelings Underlie Preferences

Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas

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.