Influences on what consumers know and what they think they know regarding marketer pricing tactics

Jay P. Carlson, William O. Bearden, David M. Hardesty

Research output: Contribution to journalArticlepeer-review

45 Scopus citations

Abstract

Although a considerable amount of research has investigated consumer knowledge of individual prices, consumer knowledge of marketer pricing tactics (e.g., partitioned prices, pennies a day) has received only limited attention. In the current research, a model depicting hypothesized antecedents of consumer knowledge (both accurate and self-perceived) regarding pricing tactics marketers use is proposed and then investigated in two studies. Tests of the model provided support for the hypothesized antecedents of both objective and subjective pricing tactic knowledge and suggested that experience is a key moderator of the objective pricing tactic knowledge-subjective pricing tactic knowledge relationship.

Original languageEnglish
Pages (from-to)117-142
Number of pages26
JournalPsychology and Marketing
Volume24
Issue number2
DOIs
StatePublished - Feb 2007

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

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