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The concept of reference price is a well‐established phenomenon in the marketing and consumer behavior literature. Given this, we investigate what happens when consumers, given a particular reference price, encounter unexpected prices. It is proposed that the theory of dissonance reduction provides a framework for studying situations in which consumers’ encountered prices are significantly different from their expectations. The three modes of dissonance reduction proposed: to change one’s attitude or cognition, to seek consonant information, and to trivialize some element of the dissonant relationship are demonstrated through theoretical interpretation and illustrated with in‐depth interviews.

This paper presents a model relating Nagle and Holden's factors of price sensitivity to expected price and willingness to pay. This work presents various perspectives on price elasticity/sensitivity, empirically tests aspects of the influence of perception of the offer (product/service) on expected price, and illustrates how the pricing methods developed within provide quantitative precision to the practice of price setting by capturing perceptions important to consumers.

The authors used a within‐subjects design to study four brands in two product categories, automobiles and computers. Model evaluation employs ordinary least squares regression.

Ten qualitative factors were studied. Overall, the results show four factors predict expected price for the target market, product and brand. The factors are perceived substitutes, quality, fairness, and unique value.

This research makes the following contributions. First, the authors are able to quantify ten factors of price sensitivity relevant to the evaluation of product pricing. Second, they are able to identify the relevant factors of price sensitivity for two product categories specific to a given target market. Third, they provide a data‐driven model that enables translation of pricing variables into quantitative values to arrive at the price of a product. The major theoretical contribution of this paper is to show that Nagle and Holden's ten factors of price sensitivity may act in the following way: the change in product/service perception may influence expected price, and then the change in expected price influences willingness to pay. The empirical focus of the current research is on the first of these two changes.

This research seeks to examine the regulation of practices that promote brand interest. Its goal is to develop a comprehensive conceptual framework of such practices.

A comprehensive search of US marketing laws and regulations was conducted to find cases and regulations pertaining to practices that promote consumer interest in a particular brand. These practices were then arranged into categories by their method of influencing consumer behavior.

The 3Cs approach appears to provide a useful conceptual model for consumer brand managers. This model allows managers to consider the applicable case law and regulations for each type of practice.

The conceptual model developed here is the first of its kind. It provides a useful tool for consumer brand managers who are considering various practices to promote brand interest. It helps brand managers evaluate the legal risks of the various practices they are considering.

The purpose of this paper is to investigate the impact of three green strategies on key consumer metrics. More specifically, it aims to measure consumers' purchase intentions of new green, recycled/refurbished products, green company processes and a non‐green product/process.

Between subjects 2×2×4 experimental design with two levels of price (high and low), two levels of brand name (known and unknown) and four levels of green strategies.

Purchase intentions for green product and process strategies are significantly higher than non‐green approaches. However, post‐hoc analysis shows no significant advantage of one green strategy over another. Price and brand name do not have significant interactive effects with green strategies.

Although it is essential that companies develop green strategies for the eco consumer it is not important what specific strategy is selected i.e. going green is the key. Also, despite the continued growth in the demand for green products, price is still the most important driver for consumer purchase – even for the eco consumer. Lastly, despite continued improvements in functional performance, green products do not have a significant advantage in perceived quality. Companies cannot focus completely on the green nature of their products or processes.

Consumers believe that purchasing green products or products from green companies may be a way they can help the environmental problems society faces today. This project provides guidance to companies pursuing this market by evaluating different product and process approaches to this growing social trend.

This project is one of the first to focus on the consumer impact of different corporate approaches to the green market.

In this brief paper, the aim is to highlight three important pricing areas: the business strategies and pricing models that have evolved over the past 20 years of research, the customers that have been targeted, and the role of the internet on pricing. The advent of social media, mobile marketing and display technologies are likely to encourage researchers to pursue additional research on these topics.

The current paper is an essay aimed at stimulating pricing research in three major domains.

The authors review illustrative current practices and research findings pertaining to emerging pricing business models, customer target marketing and price dispersion on the web.

The paper highlights areas that need empirical investigation.

Managers need to explicitly understand the role of these emerging technologies (e.g. social media, mobile media, and web‐application) and appropriately incorporate them into their pricing strategies.

The paper's central contribution is to stimulate additional research on key pricing areas.