Retailers' use of partially comparative pricing
MINIARD, PAUL W
Retailers' use of partially comparative pricing From across category to within category effects. - 2013 - 33-48
Prior research suggests that partialy comparative pricing - in which a retailer provides pric comparisons for some but not all, of its products- is a double edged sword. On the one hand, such pricing improves beliefs about the retailer's competitive price advantage on comparatively prices products for which its prices are compared with a competitor. On the other hand, it has been shown to damage perceptions of the retailer's noncomparatively priced products relative to those charged by the competition.
RETAIL MANAGEMENT
658.87
Retailers' use of partially comparative pricing From across category to within category effects. - 2013 - 33-48
Prior research suggests that partialy comparative pricing - in which a retailer provides pric comparisons for some but not all, of its products- is a double edged sword. On the one hand, such pricing improves beliefs about the retailer's competitive price advantage on comparatively prices products for which its prices are compared with a competitor. On the other hand, it has been shown to damage perceptions of the retailer's noncomparatively priced products relative to those charged by the competition.
RETAIL MANAGEMENT
658.87