The impact of 'Known Value Item' (KVI) Prices on product price perceptions and expectations
Goedertier, Frank Weijters, Bert Gorissen, Karen
Goedertier, Frank
Weijters, Bert
Gorissen, Karen
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Publication Type
Journal article
Editor
Supervisor
Publication Year
2016
Journal
Advances in Consumer Research
Book
Publication Volume
44
Publication Issue
Publication Begin page
460
Publication End page
460
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Abstract
In four experiments, we demonstrate a direct contrast effect and an indirect assimilation effect (mediated by perceived assortment expensiveness) of Known Value Item (KVI) prices on target products' price expectations and evaluations. We find that the relative strength of contrast versus assimilation depends on assortment size and user status
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Keywords
Marketing & Sales, Product Management