TY - JOUR
T1 - Enhancing perceptions of price-value associated with price-matching guarantees
AU - Hardesty, David M.
AU - Bearden, William O.
AU - Haws, Kelly L.
AU - Kidwell, Blair
PY - 2012/8
Y1 - 2012/8
N2 - The authors examine how retailers can frame price-matching guarantees (PMGs) to address customers' goal orientations (promotion or prevention focused) and enhance their perceptions of price-value. To enhance price-value perceptions, the authors manipulate participants' temporary goal orientations (study 1) and the framing of PMG offers (study 2). The results demonstrate that retailers can temporarily elevate consumers' prevention orientations to enhance their preferences for PMGs over regular price offers. Retailers who have promotion-oriented customer bases can frame PMGs so that their customers will perceive the offers as being promotion oriented. Implications for retailing practice and future research directions are discussed.
AB - The authors examine how retailers can frame price-matching guarantees (PMGs) to address customers' goal orientations (promotion or prevention focused) and enhance their perceptions of price-value. To enhance price-value perceptions, the authors manipulate participants' temporary goal orientations (study 1) and the framing of PMG offers (study 2). The results demonstrate that retailers can temporarily elevate consumers' prevention orientations to enhance their preferences for PMGs over regular price offers. Retailers who have promotion-oriented customer bases can frame PMGs so that their customers will perceive the offers as being promotion oriented. Implications for retailing practice and future research directions are discussed.
KW - Price-matching guarantees
KW - Regulatory fit
KW - Regulatory focus
KW - Retailing
UR - http://www.scopus.com/inward/record.url?scp=84861667802&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84861667802&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2011.08.024
DO - 10.1016/j.jbusres.2011.08.024
M3 - Article
AN - SCOPUS:84861667802
SN - 0148-2963
VL - 65
SP - 1096
EP - 1101
JO - Journal of Business Research
JF - Journal of Business Research
IS - 8
ER -