Much of experimental research in marketing has focused on individual choices. Yet in many contexts, the outcomes of one’s choices depend on the choices of others. Furthermore, the results obtained in individual decision making context may not be applicable to these strategic choices. In this...

In 3 experiments, we show that price-matching guarantees affect the process through which consumers translate price information into subjective judgments. In Experiment 1, we find that price-matching guarantees appear to change the standard used in price evaluation by raising consumers'...

Many retailers offer a price-matching guarantee that promises to pay consumers the difference if they find a lower price elsewhere. This article proposes that the effectiveness of a price-matching guarantee as a signal of low store prices depends on individuals' beliefs about the degree to which...

Although price-matching refund policies are common in many retail environments, the impact of such policies on consumers has largely been ignored. This article reports the results of three studies that examine price-matching policies from a consumer perspective. Study 1 shows that consumers...

This research examines the role of suspicion in moderating the effect of psychological factors on satisfaction with bargaining outcomes. A suspicious mindset is induced by activating persuasion knowledge or the extent to which bargainers have knowledge about a psychological factor and recognize...

Many consumer price promotions (including new product launches) offer a product for free or for a low, discounted price along with a required purchase. This research demonstrates that consumers’ willingness to pay for the product after the promotion is retracted is higher when it was offered...

Manufacturers and distributors in marketing channels commonly establish prices, margins, and other trade terms through negotiations. These negotiations have significant impact on channel members' profit streams over the duration of the business relationship. We consider a situation where a...