Are temporally refrained prices really advantageous? A more detailed look at the processes triggered by temporally refrained prices

被引：14

作者：

Bambauer-Sachse, Silke ^{[1
]}

Mangold, Sabrina Christina ^{[1
]}

机构：

[1] Univ Fribourg, Dept Business Adm Mkt E 402, Blvd Perolles 90, CH-1700 Fribourg, Switzerland

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2009年 / 16卷 / 06期

关键词：

Temporally reframing prices; Reframed price; Aggregate price;

D O I：

10.1016/j.jretconser.2009.06.005

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

In this paper, we analyze effects of prices temporally reframed to a short period of time. We transfer a theoretical framework from a similar field of research to the context of temporally reframed prices. Based on this framework, we conduct a new empirical study. The results of the study show that temporally reframing prices leads to higher price attractiveness. However, this positive effect is overcompensated by negative effects of consumers' feeling of being manipulated and of an increased perceived complexity of the price structure when temporally reframed prices are used instead of aggregate prices. (C) 2009 Elsevier Ltd. All rights reserved.

引用

页码：451 / 457

页数：7

共 37 条

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