The Effect of Price Discount Disconfirmation on Customers’ Perceptions

Date
2014-01-01
Authors
Lee, Jung Eun
Stoel, Leslie
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Altmetrics
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Abstract

Research on price promotions suggests that higher discounts often result in more favorable evaluation. However, price signals more information than just monetary cost, and dramatic price changes impact consumers’ negative perceptions of the product. Customers perceive discounter prices as high or low relative to their own internal standard.

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Price discount, consumer behavior
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