Effects of price reframing tactics on consumer perceptions

详细信息    查看全文

• 作者：Miyuri Shirai ^{mshirai@fbc.keio.ac.jp}
• 关键词：Price reframing ; Temporal reframing of price ; Unit pricing ; Consumer perceptions
• 刊名：Journal of Retailing and Consumer Services
• 出版年：2017
• 出版时间：January 2017
• 年：2017
• 卷：34
• 期：Complete
• 页码：82-87
• 全文大小：195 K
• 卷排序：34

文摘

This article compares the effects of three pricing tactics—temporal reframing of prices (TRP), measure-based unit pricing (UP), and usage-based UP—on various consumer perceptions. Although these tactics are similar as they all reframe retail prices to a smaller amount, dissimilarity also exists as the respective units used for calculating these reframed prices differ. A laboratory experiment was performed to draw comparisons among the three types in a context of print advertisement. The results suggest that usage-based UP provided the most beneficial information for consumers; however, the differences between usage-based UP and TRP were not substantial.