Consumer expectations concerning timing and depth of the next deal

Miyuri Shirai, James R. Bettman

研究成果: Review article査読

7 被引用数 (Scopus)

抄録

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.

本文言語English
ページ(範囲)457-472
ページ数16
ジャーナルPsychology and Marketing
22
6
DOI
出版ステータスPublished - 2005 6 1
外部発表はい

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

フィンガープリント 「Consumer expectations concerning timing and depth of the next deal」の研究トピックを掘り下げます。これらがまとまってユニークなフィンガープリントを構成します。

引用スタイル