Influences on what consumers know and what they think they know regarding marketer pricing tactics
Article first published online: 17 JAN 2007
© 2007 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 24, Issue 2, pages 117–142, February 2007
How to Cite
Carlson, J. P., Bearden, W. O. and Hardesty, D. M. (2007), Influences on what consumers know and what they think they know regarding marketer pricing tactics. Psychol. Mark., 24: 117–142. doi: 10.1002/mar.20155
- Issue published online: 17 JAN 2007
- Article first published online: 17 JAN 2007
Although a considerable amount of research has investigated consumer knowledge of individual prices, consumer knowledge of marketer pricing tactics (e.g., partitioned prices, pennies a day) has received only limited attention. In the current research, a model depicting hypothesized antecedents of consumer knowledge (both accurate and self-perceived) regarding pricing tactics marketers use is proposed and then investigated in two studies. Tests of the model provided support for the hypothesized antecedents of both objective and subjective pricing tactic knowledge and suggested that experience is a key moderator of the objective pricing tactic knowledge–subjective pricing tactic knowledge relationship. © 2007 Wiley Periodicals, Inc.