Persuasion knowledge and consumer reactions to pricing tactics

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

Research output: Contribution to journalArticlepeer-review

98 Scopus citations


The current research investigates consumer knowledge of the pricing tactics that marketers frequently employ and the effects of that knowledge on responses to various price offers. In the research, a series of studies were conducted to develop and validate a knowledge measure designed to assess pricing tactic persuasion knowledge (PTPK). Consistent with the persuasion knowledge model, individuals with higher levels of PTPK were shown to have more knowledge-related thoughts regarding pricing tactic information than those with low levels of PTPK. Additionally, pricing tactic persuasion knowledge was shown to be more predictive of consumer choices regarding quantity surcharge offers and purchase interest evaluations following exposure to tensile claim offers (e.g., "Save up to 50 percent Off") than several competing constructs.

Original languageEnglish
Pages (from-to)199-210
Number of pages12
JournalJournal of Retailing
Issue number2
StatePublished - Apr 2007

Bibliographical note

Funding Information:
The first author (David M. Hardesty) received a James W. McLamore summer research grant from the University of Miami for this research. The authors would like to thank Meg Campbell, Allan Chen, Kristin Diehl, Kelly Haws, Tatiana Levit, Joe Urbany, and Stacy Wood for their helpful comments and direction.


  • Consumer knowledge
  • Persuasion knowledge model
  • Quantity surcharge

ASJC Scopus subject areas

  • Marketing


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