Enhancing perceptions of price-value associated with price-matching guarantees

David M. Hardesty, William O. Bearden, Kelly L. Haws, Blair Kidwell

Research output: Contribution to journalArticlepeer-review

5 Scopus citations


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.

Original languageEnglish
Pages (from-to)1096-1101
Number of pages6
JournalJournal of Business Research
Issue number8
StatePublished - Aug 2012


  • Price-matching guarantees
  • Regulatory fit
  • Regulatory focus
  • Retailing

ASJC Scopus subject areas

  • Marketing


Dive into the research topics of 'Enhancing perceptions of price-value associated with price-matching guarantees'. Together they form a unique fingerprint.

Cite this