/methodology/approach The impact of unit pricing on the store price image is investigated in two experiments. While the first experiment … assesses the general influence of unit price presence and unit price prominence on store price image, the second experiment … provides further insights into the influence of unit price prominence on store price image and shopping intentions under …

received on the price levels of stores. This is embodied in store price images. A store price image is defined in the … theoretical model of store price image adaptation and a two-stage sales response model. According to the latter, a store's price … image and advertising determine the number of customers attracted per period. Sales per visit, however, depend only on the …