کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
4317304 1613165 2014 12 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Why are discounted prices presented with full prices? The role of external price information on consumers’ likelihood to purchase
ترجمه فارسی عنوان
چرا قیمت های تخفیف با قیمت های کامل ارائه می شود؟ نقش اطلاعات خارجی قیمت در مصرف کنندگان ؟؟ احتمال خرید
کلمات کلیدی
قیمت مرجع خارجی. پروکسی با قیمت مناسب تخفیف ارزیابی احتمالی، دوبعدی دستورالعمل پروبیت
موضوعات مرتبط
علوم زیستی و بیوفناوری علوم کشاورزی و بیولوژیک دانش تغذیه
چکیده انگلیسی


• Discounted prices are often presented with External Reference Prices (ERPs).
• Two CV surveys to wine consumers observe the role of prices and ERPs on utility.
• ERPs direct utility towards expensive products and high discounts.
• Purchase intentions with ERPs depend on the relative position of price.
• If discounts are large, ERPs make utility positively related to price.

Apart from being a cost, prices inform consumers on the quality of goods. To retain informative power, discounted prices are often presented together with their original value as an External Reference Price (ERP). Observing the impact of the ERP on consumer preferences using two contingent valuation surveys to wine consumers, the paper observes that the presence of both prices and ERPs guide consumer choices. In particular, ERPs shift the attention of consumers towards expensive products and high discounts, by providing information on quality and allowing for time-efficient decisions. Results show that ERPs: (a) have a positive impact on preferences, but less (in absolute value) than prices; (b) stimulate the choice of items with high price and large discounts; (c) make consumers revise their choices. The presence of an ERP can, in certain conditions, lead to a positive response to high prices.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Food Quality and Preference - Volume 31, January 2014, Pages 69–80
نویسندگان
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