Advertised reference prices in an internet environment: effects on consumer price perceptions and channel search intentions.
This research examines the effects of inclusion of a reference price in an Internet advertisement on consumer price perceptions and price-search intentions both (1) on the Internet and (2) in brickand- mortar retail channels. Proposed differences between Internet sites and brick-and-mortar channels are examined across three studies using different methodologies: (1) a survey administered in a classroom setting, (2) an Internet survey, and (3) a mail panel survey. Findings show that both price perceptions and price-search intentions differ for the Internet and brick-and-mortar retail
|Main Author:||Jensen, Thomas.|
|Other Authors:||Kees, Jeremy., Burton, Scot., Turnipseed, Fernanda.|