The contingent effects of semantic price cues

Dhruv Grewal, Anne L. Roggeveen, Joan Lindsey-Mullikin

Research output: Contribution to journalArticle

13 Citations (Scopus)

Abstract

This research endeavors to understand the contingent effects of semantic price cues while taking into consideration several important contextual factors. These factors include where the customer encounters the semantic cue (in-store, at-home, online), whether the consumers' shopping goal is hedonic or utilitarian in nature, the impact of shopping alone or with a companion, as well as the consumer's motivation to process the product information. Findings indicate that a within-store cue (compared to a between store cue) enhances evaluations when the shopping in a store with a utilitarian goal, when shopping alone, and when their motivation to process is low. A meta-analysis of the results demonstrates the robustness of the differential impacts of these semantic cues.

Original languageEnglish
Pages (from-to)198-205
Number of pages8
JournalJournal of Retailing
Volume90
Issue number2
Early online date15 Mar 2014
DOIs
Publication statusPublished - 1 Jun 2014

Keywords

  • Perceived quality
  • Performance risk perceptions
  • Pricing
  • Retailing
  • Semantic cues

ASJC Scopus subject areas

  • Marketing

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