Deal evaluation and purchase intention: the impact of aspirational and market-based internal reference prices

Rajiv Vaidyanathan, Praveen Aggarwal, Donald E. Stem, Darrel D. Muehling, U. N. Umesh

Research output: Contribution to journalArticlepeer-review

10 Scopus citations

Abstract

While there has been much debate in the reference pricing literature on the most appropriate conceptualization of internal reference price used by consumers in evaluating deals, the question of whether consumers may use different internal reference prices at different stages of the purchase process has not been addressed. In this article, we hypothesize that consumers may use one type of internal reference price to form their deal attitude and another to determine their purchase intentions. We also show that different dimensions of internal reference price are used to determine deal attitude and purchase intention and that price uncertainty moderates the relationship between these internal reference prices and deal evaluation.

Original languageEnglish (US)
Pages (from-to)179-192
Number of pages14
JournalJournal of Product & Brand Management
Volume9
Issue number3
DOIs
StatePublished - Jun 1 2000

Keywords

  • Consumer behaviour
  • Evaluation
  • Pricing

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