کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
886409 913057 2008 10 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Memory-Based Store Price Judgments: The Role of Knowledge and Shopping Experience
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Memory-Based Store Price Judgments: The Role of Knowledge and Shopping Experience
چکیده انگلیسی

This paper investigates the processes underlying consumers’ memory-based store price judgments. The numerosity heuristic implies that the greater the number of relatively lower priced products at a store that consumers can recall, the lower will be their overall price image of the store. That is, people use the number of recalled low-price products to judge the overall store price image. We show that this expectation holds only for knowledgeable consumers. Instead, less knowledgeable consumers use the ease with which low-price products are recalled (i.e., the availability heuristic) as a cue to make store price judgments. Therefore, the fewer low-price products they recall, the easier their recall task, and the lower their price perceptions of the store.Field studies using different manipulations tested and confirmed these predictions. Managerial implications for retailers are offered. Theoretical implications for behavioral price perceptions, memory-based judgments, and the use of heuristic cues are also discussed.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing - Volume 84, Issue 4, December 2008, Pages 414–423
نویسندگان
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