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Influences on what consumers know and what they think they know regarding marketer pricing tactics
Author(s) -
Carlson Jay P.,
Bearden William O.,
Hardesty David M.
Publication year - 2007
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20155
Subject(s) - moderation , pricing strategies , marketing , key (lock) , psychology , advertising , business , social psychology , computer science , computer security
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.