Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1018291 | Journal of Business Research | 2012 | 6 Pages |
Abstract
Refund depth may influence the effectiveness of a price guarantee when a store offers to reimburse customers more than the price difference. Using an experimental study that features real stores with high credibility, this article shows that a simple price-matching guarantee has no effect on either the perceived value of an offer or intentions to visit the store. Low and high penalty levels have smaller effects than intermediate penalties, but the believability of price guarantee offers that contain a penalty remains constant; this finding may reflect a general distrust of additional penalties.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Pierre Desmet, Emmanuelle Le Nagard, Vincenzo Esposito Vinzi,