Store pricing policy helps consumers form perceptions about the products as well as the store. This paper studies two commonly used pricing policies, EDLP and HiLo from the customers point of view. We contribute by breaking down these policies based the amount of variability and the degree of...

Couples often have difference in preference for a product. They are likely to use either coercive or non-coercive means to resolve their differences. This behavior is, however, likely to vary from person to person. This paper operationalizes the difference of opinion through perturbation and...

Purpose This study shows the influence of consumers' goal and strategy of maximization on the process behind their behavioral response to price. Design/methodology/approach Data was collected through a 2×2 experimental design involving 314 respondents and analyzed using PLS-SEM. Findings The...