Price Perceptions and Consumer Shopping Behavior: A Field Study

Donald R. Lichtenstein; Nancy M. Ridgway; Richard G. Netemeyer

doi:10.1177/002224379303000208

Price Perceptions and Consumer Shopping Behavior: A Field Study

Donald R. Lichtenstein¹; Nancy M. Ridgway¹; Richard G. Netemeyer²

¹ College of Business Administration, University of Colorado at Boulder. · ² College of Business Administration, Louisiana State University.

Journal of Marketing Research 1993

Seven price-related constructs—five consistent with a perception of price in its “negative role” and two consistent with a perception of price in its “positive role”— are used as independent variables to predict marketplace responses/behaviors in five domains: price search, generic product purchases, price recall, sale responsiveness, and coupon redemption. The price-related constructs explain a significant amount of variance in all five domains, providing evidence of predictive validity. Results of a higher order factor analysis are also reported, which provide some support for the positive-negative perception of price taxonomy.

DOI: 10.1177/002224379303000208
Volume: 30 (2)
Pages: 234-245
Language: en
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Sources: crossref