KCI등재
The Effects of Price Salience on Consumer Perception and Purchase Intentions
저자
Martin-Consuegea, David ; Millan, Angel ; Diaz, Estrella ; Ko, Eun-Ju
발행기관
학술지명
권호사항
발행연도
2010
작성언어
English
주제어
등재정보
KCI등재
자료형태
학술저널
발행기관 URL
수록면
149-163(15쪽)
제공처
Previous studies have shown that retail price promotion change consumers' purchase behavior and that retailers use price promotion more frequently. Keeping constant the benefits received by consumers, there are several ways for retailers to communicate a price promotion. For example, retailers can present a price reduction in absolute terms ($, ${\euro}$), percentage terms (%), or some combinations of these two methods (Della Bitta et al. 1981). Communicating a price promotion in different ways is similar to the framing of purchase decisions (Monroe 1990). Framing effects refers to the finding that subjects respond differently to different descriptions of the same decision question (Frisch 1993). Thus, the presentation of the promotion has an impact on consumer deal evaluation and hence retail sales. In fact, much research in marketing attests to the effects of price presentation on deal perception (Lichtenstein and Bearden 1989; Urbany et al. 1988; Yadav and Monroe 1993). In this sense, a number of marketing researches have argued that deal perceptions are also determined by the degree to which consumers are able to calculate the discounts and final purchase prices accurately (Estelami 2003a; Morwitz et al. 1998), which suggests that marketers may be able to enhance responses to discounts by improving calculation accuracy. Consequently, since calculation inaccuracies in the aggregate lead to the underestimation of discounts (Kim and Kramer 2006), consumers are more likely to appreciate a discounted offer following deeper processing of price information that enables them to evaluate a price discount more accurately. The purpose of this research is to examine the effect of different presentations of discount prices on consumer price perceptions. To be more precise, the purpose of this study is to investigate how different implementations of the same price promotion (semantic and visual salience) affect consumers' perceptions of the promotion and their purchase decisions. Specifically, the analysis will focus on the effect of price presentation on evaluation, purchase intentions and perception of savings. In order to verify the hypotheses proposed in the research, this paper will present an experimental analysis dealing with several discount presentations. In this sense, a2 (Numerical salience presentation: absolute and relative) x2 (Worded salience presentation: novel and traditional) x2 (Visual salience: red and blue) design was employed to investigate the effects of discount presentation on three dependent variables: evaluation, purchase intentions and perception of savings. Respondents were exposed to a hypothetical advertisement that they had to evaluate and were informed of the offer conditions. Once the sample finished evaluating the advertisement, they answered a questionnaire related to price salience and dependent dimensions. Then, manipulation checks were conducted to ensure that respondents remembered their treatment conditions. Next, a $2{\times}2{\times}2$ MANOVA and follow-up univariate tests were conducted to verify the research hypotheses suggested and to examine the effects of the individual factors (price salience) on evaluation, purchase intentions and perceived savings. The results of this research show that semantic and visual salience presentations have significant main effects and interactions on evaluation, purchase intentions and perception of savings. Significant numerical salience interactions affected evaluation and purchase intentions. Additionally, a significant worded salience main effect on perception of savings and interactions on evaluation and purchase intentions were found. Finally, visual salience interactions have significant effects on evaluation. The main findings of this research suggest practical implications that firms should consider when planning promotion-based discounts to attract consumer attention. Consequently, because price presentation has important effec
더보기以前的?究已?表明零?价格促?改?消?者的??行?以及零?商?繁的使用价格促?. ?了持?的?消?者身上?得利益, 零?商?采用??价格促?方式. 例如, 零?商采用? ?的降低价格($,€), 百分比价格, 或??方法的?合(Della Bitta et al. 1981). 采用不同的价格促??似于???定的形成(Monroe 1990). ?架效?是指一?????在??意?上相似的?法却?致了不同的?策判?(Frisch 1993). 因此, 如何?述促??影?消?者的交易?价?提高??量. 事?上, 大量的???究已???了价格?述?交易感知的影?(Lichtenstein and Bearden 1989; Urbany et al. 1988; Yadav and Monroe 1993). ???意?上?, ?多的???究已???了交易感知同?由消?者准?的?算折?和最?价格的水平?定的(Estelami 2003a; Morwitz et al. 1998). 所以??者能?通?提高?算的准?性?提高消?者?折?的反?. 最后, 由于整?的?算?差?致低?了折?(Kim and Kramer 2006), 消?者更容易在深度分析价格信息之后??打折的?价,使他?能更准?地??价格折?. 本?究的目的是??不同的折?价格?消?者价格感知的影?. 更准?的??, 本?究的目的是探索如何不同的?行相同的价格促?(??和??凸?), ?而影?消?者?促?的感知和他?的???定. 我?的分析聚焦于价格?述???, ??意?和?蓄感知的影?. ?了??提出的假?, 本文用??性分析?分析??折??述. ???意?上??, 我?采用一?2(???著?述: ??和相?)x 2(?言?著?述: 新?的和??的)x 2(???著: ?色和?色)的???探索折??述?三?因?量的影?: ??, ??意?和?蓄感知. 我?向受?者提供一?假?的?告, 受?者被告知?价的情??需要?此??. 一旦?本完成??告的??, 他?需要回答一??价格?著和依??度的?卷. 然后, ?行操作??保受?者?得他?被?待的情?. 接着, 我?用一?2x2x2的多?量方差分析和????量的??????究假?????因子(价格?著)???, ??意?和?蓄感知的影?. ?果表明, ??和???著的?述???, ??意?和?蓄感知有?著的主要影?和相互作用. ???著的作用?著影???和??意?. ?外, ?言?著主要影??蓄?作用???和??意?. 最后, ???著的相互作用???有?著影?. 本?究的?果的???示包括公司在??基于用折??吸引消?者主?的促??需要考?. 因?价格?述?消?者感知有重要的影?, 所以零?商??考?那?影?是想要的?而??有效的折??述. 特?是, 零?商??用一?使得最?价格?算容易的??方式??述折?. ?是如此重要的??方式使得??者可以提高消?者心算的准?性?提高消?者?价格折?的反?. ??有?价格?述?消?者反之和??意?的影?的初步?究?未?的?究??了方向.
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