Contextual Influences on Consumer Price Responses: An Experimental Analysis
通过实验研究语义线索、比较线索和商店名称线索如何影响消费者的价格感知，发现比较线索有积极作用，而语义线索的效果取决于具体刺激。
Presentation of price is a common form of retail advertising. The authors examine the influences of semantic, comparison, and store name cues on consumer price perceptions. The research, unlike earlier student-based pricing studies, involved 562 consumers from a major metropolitan area who were each exposed to one of 16 treatment conditions. Results indicate comparison cues produce positive results, whereas the effect of semantic cues depends on the particular stimulus. Findings underscore the necessity for broader price research beyond traditional quality implications and wider representation of product types.