Journal article
Deal evaluation and purchase intention: the impact of aspirational and market-based internal reference prices
The journal of product & brand management, Vol.9(3), pp.179-192
06/01/2000
Handle:
https://hdl.handle.net/2376/116285
Abstract
While there has been much debate in the reference pricing literature on the most appropriate conceptualization of internal reference price used by consumers in evaluating deals, the question of whether consumers may use different internal reference prices at different stages of the purchase process has not been addressed. In this article, we hypothesize that consumers may use one type of internal reference price to form their deal attitude and another to determine their purchase intentions. We also show that different dimensions of internal reference price are used to determine deal attitude and purchase intention and that price uncertainty moderates the relationship between these internal reference prices and deal evaluation.
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Details
- Title
- Deal evaluation and purchase intention: the impact of aspirational and market-based internal reference prices
- Creators
- Rajiv Vaidyanathan - Associate Professor of Marketing, University of Minnesota, Duluth, Minnesota, USAPraveen Aggarwal - Assistant Professor of Marketing, University of Minnesota, Duluth, Minnesota, USADonald E Stem - Professor of Marketing, Washington State University, Pullman, Washington, USADarrel D Muehling - Professor of Marketing, Washington State University, Pullman, Washington, USAU.N Umesh - Professor of Marketing, Washington State University, Vancouver, Washington, USA
- Publication Details
- The journal of product & brand management, Vol.9(3), pp.179-192
- Academic Unit
- Marketing and International Business, Department of
- Publisher
- MCB UP Ltd
- Identifiers
- 99900547467301842
- Language
- English
- Resource Type
- Journal article