How consumers understand (and misunderstand) pricing cues

• Localización: Harvard business review, ISSN 0017-8012, Vol. 93, Nº 4, 2015
• Idioma: inglés
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• Resumen

  • The article looks at inferences that consumers make about the general price levels of different retail stores based on factors such as reputation and store appearance, noting that such inferences are sometimes incorrect. It discusses specific kinds of cues or signals that lead to such inferences in areas including a store's sales volume and whether it carries specialized or unconventional products