Purpose – This paper sets out to explore the degree to which consumer price segments can be generalized across product categories. Design/methodology/approach – A comprehensive segmentation framework of price‐related activating and cognitive inner processes and preferences is proposed to...

Purpose – The aim of the research reported is to investigate consumers'reactions to advertisements containing misleading information on price. The underlying thesis is that such advertising generates negative consumer reactions in terms of attitude and intention and that these are heightened...

Purpose – The paper seeks to identify the sources of confusion in the Chinese personal computer market and the confusion reduction strategies used. Design/methodology/approach – A self‐completion questionnaire with a sample of 140 respondents was used. Findings – Technological complexity...

Purpose – The purpose of the study is to examine the effect of consumer price attitudes, which operate as marketplace cues, on retail format choice across a variety of store types in the USA. Design/methodology/approach – A cross‐section of US consumers ( n =365) constitutes the sample for...

Purpose – Using the framework of search attributes, experience attributes, credence attributes and conjoint analysis methodology, the purpose of this paper is to estimate the utilities of various attributes that may be used in positioning teeth‐whitening products. In addition, this research...

Purpose – The purpose of this paper is to introduce a new approach for the identification of price thresholds, which enables learning true thresholds from previous buying decisions recorded in POS scanner data. Design/methodology/approach – The methodology presented herein combines spline...

Purpose – This paper aims to improve understanding of the effects of price endings on consumers' choice behavior. The research study described here was driven by three central questions. First, do consumers process a price holistically or process each digit as a stimulus? Second, do consumers...

Purpose – The paper seeks to show that marketing and psychology literature can shed light on why investors exhibit preferences for certain price ends. The perspective adopted is that the stock market is a marketplace in which investors, as consumers, buy and sell (i.e. exchange) financial...

Purpose – The purpose of the article is to explore young people's perceptions of the desirability of brands and brand ownership in Hong Kong using drawings and open‐ended questions. Design/methodology/approach – A total of 48 Chinese children aged 13 to 19 were asked to draw what comes to...

Purpose – The first objective of the paper is to determine whether the national currency changeover in Turkey has altered the level of consumer price knowledge. The second objective is to investigate the level of consumer price knowledge in an emerging economy, quite apart from the currency...