✦ LIBER ✦

Consumer expectations concerning timing and depth of the next deal

✍ Scribed by Miyuri Shirai; James R. Bettman

Book ID: 102491363
Publisher: John Wiley and Sons
Year: 2005
Tongue: English
Weight: 95 KB
Volume: 22
Category: Article
ISSN: 0742-6046
DOI: 10.1002/mar.20068

No coin nor oath required. For personal study only.

✦ Synopsis

In this article, deal expectation is defined as the expected length of time to the next deal that is similar to or better than the current deal (ETND). It is argued that ETND influences price evaluations in addition to any effect of the perceived difference between the retail price and the consumer's internal reference price (PPD). Two studies were conducted by manipulating dealing patterns over time. Results showed that ETND was affected by past dealing patterns and by evaluation of the current deal relative to the past. ETND becomes more important when the current deal is rather unexpected than when it is the same as or similar to past dealing patterns in terms of its discount depth. Also, ETND influenced price evaluations as well as PPD.

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