Journal of Product & Brand Management: Volume 14 Issue 6

Price perceptions, merchant incentives, and consumer welfare

Donald R. Lichtenstein

The purpose of this paper is to review the research demonstrating the consumer's erroneous and unfounded perceptions of prices, which can have severe negative consequences on…

Economics and marketing on pricing: how and why do they differ?

Thanos Skouras, George J. Avlonitis, Kostis A. Indounas

The purpose of this general review paper is to provide a comparison and evaluation of the treatment of pricing by the disciplines of economics and marketing.

Good news! Behavioral economics is not going away anytime soon

Donald Cox

The purpose of this paper is to defend the fast emerging field of behavioral economics which, like marketing, does not require that consumers be rational and, also like marketing…

Do higher face‐value coupons cost more than they are worth in increased sales?

Somjit Barat, Audhesh K. Paswan

Given that coupons are one of the most popular promotional tools, this paper aims to investigate how intention to redeem the coupon is affected by the face value of the coupon for…

Pricing differentials for organic, ordinary and genetically modified food

Damien Mather, John Knight, David Holdsworth

Aims to conduct research on consumer willingness to buy genetically modified (GM) foods with a price advantage and other benefits, compared with organic and ordinary types of…

Differential effects of price‐beating versus price‐matching guarantee on retailers' price image

Pierre Desmet, Emmanuelle Le Nagard

Seeks to study the effect of a low‐price guarantee (PG) on store price image and store patronage intention. Two kinds of low‐price guarantee are studied: a price‐matching…