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



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