Purpose – The purpose of the paper is to investigate the effect of the number of choices on judged fairness and willingness to purchase. Design/methodology/approach – A survey‐based study was conducted with a between‐subject, two×five design having two levels of price ranges (high/low)...

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 – 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...