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Reference prices and consumers' feeling of regret: an investigation of consumers' use of an online price-bidding method

✍ Scribed by Yi Cai; Brenda Cude

Book ID
111138249
Publisher
John Wiley and Sons
Year
2010
Tongue
English
Weight
248 KB
Volume
35
Category
Article
ISSN
1470-6423

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## Abstract Behavioral pricing research is cognitively biased. Therefore, the research agenda for this paper is to examine consumers' emotional responses to price information, or price affect. A conceptual framework of price affect based on appraisal theory is proposed. Moreover, a psychometric mea