Journal of Product & Brand Management: Volume 12 Issue 5

Consumers’ judgments of numerical and price information

Lan Xia

Usually price information is presented as arabic numerals and consumers’ brand selections often involve comparative judgments of product prices. One important issue concerns…

The effects of congruent/incongruent magnitude representation on explicit and implicit knowledge of prices

Keith S. Coulter

Research evidence has demonstrated that consumers often may rely on non‐conscious, automatic processing of price information when choosing among brands. One way in which numerical…

Consumer evaluations of price discounts in foreign currencies

Michael A. Callow, Dawn B. Lerman

Today’s consumers are becoming increasingly exposed to foreign markets through travel or via the Internet. They are facing new challenges in these less familiar shopping…

Strategic implications of a multi‐dimensional pricing environment

Hooman Estelami

A significant amount of research in pricing has focused on price as a unidimensional construct – one consisting of a single number (e.g. $1.99). However, the evolving marketing…

The effect of cognitive busyness on consumers’ perception of product value

Subramanian Sivaramakrishnan, Rajesh V. Manchanda

In this paper, an interesting paradox is demonstrated – when consumers pay a great deal of attention to product and price information in an advertisement, they are likely to find…