A Reexamination of Frequency-Depth Effects in Consumer Price Judgments

Dados Bibliográficos

ID2219151
AutoresAshok K Lalwani (0000-0002-0931-9304, University of Illinois Urbana-Champaign), Kent B Monroe (Small Business Administration)
Ano2005
Volume32
Fascículo3
Páginas480-485
Data de publicação2005-12-01
Peer ReviewedSim
Open AccessNão
TipoARTICLE
PeriódicoJournal of Consumer Research (JOURNAL)
Identificadores do periódicoISSN: 0093-5301 • E-ISSN: 1537-5277
EditoraOxford University Press (OUP) (PUBLISHER)
DOI10.1086/497560
OpenAlexW1992741412
IdiomaEN
Citações recebidas12
Referências citadas6

Previous research has shown that when there are multiple possible prices for two brands, the brand that is discounted frequently but at shallow levels is perceived to have a lower average price than the brand that is discounted infrequently but at deeper levels (the “frequency effect”). However, when there are only two possible prices for each brand, the brand discounted infrequently but at deeper levels is perceived to have a lower average price (the “depth effect”). Over a series of experiments, we demonstrate that these frequency and depth effects do not generalize to other temporal price distributions

Econometrics · Economics · Consumer Market Behavior and Pricing · Economic and Environmental Valuation · Innovation Diffusion and Forecasting · Mathematics