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Measuring reference price perceptions for new product categories: which measure is best?

Lowe, Ben, Alpert, Frank (2007) Measuring reference price perceptions for new product categories: which measure is best? Journal of Product and Brand Management, 16 (2). pp. 132-141. ISSN 1061-0421. (doi:10.1108/10610420710740007) (KAR id:3129)

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http://dx.doi.org/10.1108/10610420710740007

Abstract

Purpose – The purpose of this paper is to provide guidance within the reference price literature by investigating which is the best measure of reference

category context: whether greater price uncertainty in this context makes it worthwhile to measure consumer confidence in reference price perceptions.

new product context, by removing all other confounding influences.

existing categories. The paper also finds that confidence in reference price measures, while theoretically useful, does not add to the understanding of

more objective measures of product category knowledge.

studies have offered theoretical guidance on measures to use. This is the first study to provide empirically tested theory on which measures to use and is

the first study to examine reference price effects in new product categories including testing the usefulness of the confidence measure.

Item Type: Article
DOI/Identification number: 10.1108/10610420710740007
Uncontrolled keywords: Prices, Perception, New products
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HB Economic Theory
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Benjamin Lowe
Date Deposited: 14 May 2008 07:10 UTC
Last Modified: 30 Jan 2020 04:00 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/3129 (The current URI for this page, for reference purposes)
Lowe, Ben: https://orcid.org/0000-0002-5041-600X
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