Consumer Behavior

The Effect of Price Discount Disconfirmation on Customers’ Perceptions

Authors: Jung Eun Lee (Virginia Tech) , Leslie D. Stoel (The Ohio State University)

Abstract

Research on price promotions suggests that higher discounts often result in more favorable evaluation. However, price signals more information than just monetary cost, and dramatic price changes impact consumers’ negative perceptions of the product. Customers perceive discounter prices as high or low relative to their own internal standard.

Keywords: consumer behavior, Price discount

How to Cite: Lee, J. & Stoel, L. D. (2014) “The Effect of Price Discount Disconfirmation on Customers’ Perceptions”, International Textile and Apparel Association Annual Conference Proceedings. 71(1).