To read the full version of this content please select one of the options below:

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

Rajiv Vaidyanathan (Associate Professor of Marketing, University of Minnesota, Duluth, Minnesota, USA)
Praveen Aggarwal (Assistant Professor of Marketing, University of Minnesota, Duluth, Minnesota, USA)
Donald E. Stem Jr (Professor of Marketing, Washington State University, Pullman, Washington, USA)
Darrel D. Muehling (Professor of Marketing, Washington State University, Pullman, Washington, USA)
U.N. Umesh (Professor of Marketing, Washington State University, Vancouver, Washington, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Publication date: 1 June 2000

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.

Keywords

Citation

Vaidyanathan, R., Aggarwal, P., Stem, D.E., Muehling, D.D. and Umesh, U.N. (2000), "Deal evaluation and purchase intention: the impact of aspirational and market‐based internal reference prices", Journal of Product & Brand Management, Vol. 9 No. 3, pp. 179-192. https://doi.org/10.1108/10610420010332449

Publisher

:

MCB UP Ltd

Copyright © 2000, MCB UP Limited