Enhancing perceptions of price–value associated with price-matching guarantees

The authors examine how retailers can frame price-matching guarantees (PMGs) to address customers' goal orientations (promotion or prevention focused) and enhance their perceptions of price–value. To enhance price–value perceptions, the authors manipulate participants' temporary goal orientations (study 1) and the framing of PMG offers (study 2). The results demonstrate that retailers can temporarily elevate consumers' prevention orientations to enhance their preferences for PMGs over regular price offers. Retailers who have promotion-oriented customer bases can frame PMGs so that their customers will perceive the offers as being promotion oriented. Implications for retailing practice and future research directions are discussed.

► Retailers can frame price-matching guarantees (PMGs) to aid perceptions of price-value.
► Retailers can elevate consumers' prevention orientations to enhance PMG effectiveness.
► Retailers with promotion-oriented customers can frame PMGs as promotion oriented.