title: Consumer response to unit price increase: The role of pricing tactics and consumer knowledge
metadata.name: dc.contributor.author
metadata.value: Golovacheva, K.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2017-06-03T11:17:13Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2017-06-03T11:17:13Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2015
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/6421
metadata.lang: -
metadata.name: dc.description
metadata.value: The paper reports the results of a pilot study conducted in frame of the PhD dissertation.
metadata.lang: en_GB
metadata.name: dc.description.abstract
metadata.value: The study investigates how consumers react to unit price increases framed in an overt vs covert way (total price increase vs product downsizing). Using experimental data, covert (vs overt) unit price increase is proved to lead to a more positive consumer response in the short term when consumers have no access to external information and can rely only on their internal knowledge on covert pricing tactics usage. In the long term, when consumers have access to external information on covert pricing tactics usage, the effect of covert (vs overt) pricing tactics tends to become less favorable for companies: there is a deterioration of product attitude and producer trust judgements, acceleration of price unfairness perception, and lower purchase intention. The long-term effect is moderated by the source of consumer knowledge on pricing covert tactics usage: consumers who managed to internally invoke the knowledge on pricing tactics usage react differently to covert unit price increase in the long term than those whose knowledge on pricing tactics usage was externally invoked.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: en
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: Graduate School of Management, St. Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Worling Papers;#14(E)-2015
metadata.lang: -
metadata.name: dc.subject
metadata.value: consumer behavior
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: consumer knowledge
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: unit price increase
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: pricing tactics
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: product downsizing
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: total price increase
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Consumer response to unit price increase: The role of pricing tactics and consumer knowledge
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Working Paper
metadata.lang: en_GB
resources.filename: 14_WP 2015 Golovacheva.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/6421/1/14_WP%202015%20Golovacheva.pdf
resources.format: Adobe PDF
resources.size: 807,91 kB