کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
886598 | 913074 | 2007 | 12 صفحه PDF | دانلود رایگان |
![عکس صفحه اول مقاله: Persuasion knowledge and consumer reactions to pricing tactics Persuasion knowledge and consumer reactions to pricing tactics](/preview/png/886598.png)
The current research investigates consumer knowledge of the pricing tactics that marketers frequently employ and the effects of that knowledge on responses to various price offers. In the research, a series of studies were conducted to develop and validate a knowledge measure designed to assess pricing tactic persuasion knowledge (PTPK). Consistent with the persuasion knowledge model, individuals with higher levels of PTPK were shown to have more knowledge-related thoughts regarding pricing tactic information than those with low levels of PTPK. Additionally, pricing tactic persuasion knowledge was shown to be more predictive of consumer choices regarding quantity surcharge offers and purchase interest evaluations following exposure to tensile claim offers (e.g., “Save up to 50 percent Off”) than several competing constructs.
Journal: Journal of Retailing - Volume 83, Issue 2, April 2007, Pages 199–210