In this article, deal expectation is defined as the expected length of time to the next deal that is similar to or better than the current deal (ETND). It is argued that ETND influences price evaluations in addition to any effect of the perceived difference between the retail price and the consumer's internal reference price (PPD). Two studies were conducted by manipulating dealing patterns over time. Results showed that ETND was affected by past dealing patterns and by evaluation of the current deal relative to the past. ETND becomes more important when the current deal is rather unexpected than when it is the same as or similar to past dealing patterns in terms of its discount depth. Also, ETND influenced price evaluations as well as PPD.
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