Developing more effective price communications in services marketing

Abstract

Claims that effective price communication for services requires understanding variables that mediate the effects of price and the cognitive systems consumers use to process price information. Presents a model which indicates that involvement and source credibility mediate the effects of price. Discusses the heuristic and analytic cognitive systems which consumers could use to process price information. The article also reports the results of an experiment which tested the model, and discusses the managerial implications of the model.

Citation

Gotlieb, J.B. (1989), "Developing more effective price communications in services marketing", Journal of Services Marketing, Vol. 3 No. 4, pp. 25-35. https://doi.org/10.1108/EUM0000000002497