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Customer's Price Knowledge Revisited: A Replication and Extension
Type
conference paper
Date Issued
2013-06-04
Author(s)
Abstract
Although academic research in the field of behavioral pricing regarding customers' price
knowledge has progressed tremendously in the last five decades, the question why customers are able (or unable) to remember prices remains mainly unclear. To address this research gap, the main research goals of this study are (1) the introduction of a new construct for the measurement of implicit price knowledge as well as (2) the derivation and testing of two new determinants of explicit and implicit price knowledge. Findings from a survey including 224 participants suggest that this might be a fruitful avenue on the way to a more complete picture of determinants of customers' price knowledge. Finally, the author discusses theoretical and managerial implications as well as avenues for further research.
knowledge has progressed tremendously in the last five decades, the question why customers are able (or unable) to remember prices remains mainly unclear. To address this research gap, the main research goals of this study are (1) the introduction of a new construct for the measurement of implicit price knowledge as well as (2) the derivation and testing of two new determinants of explicit and implicit price knowledge. Findings from a survey including 224 participants suggest that this might be a fruitful avenue on the way to a more complete picture of determinants of customers' price knowledge. Finally, the author discusses theoretical and managerial implications as well as avenues for further research.
Language
English
Keywords
Price Knowledge
Behavioral Pricing
Explicit/implicit Memory
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Lost in Translation
Publisher
EMAC European Marketing Academy
Publisher place
Brüssel
Start page
240
Event Title
42nd European Marketing Academy (EMAC) Annual Conference
Event Location
Istanbul
Event Date
04.-07.06.2013
Subject(s)
Division(s)
Eprints ID
224055