Price and customers' perceptions of value

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

This chapter summarizes the behavioral pricing research findings of price and how buyers respond to price. This includes the relationship between price and perceived value and the decision heuristics that help us understand how price influences perceptions of value and eventual product choice. Buyers also use price as an indicator of product quality, and customers' perceptions of quality, benefits, and value affect how they will respond to a purchase situation. In addition, buyers' perceptions of the sacrifice affect the purchase decision, that is the degree that consumers reflect on the amount that they would "give up" by paying the monetary price for a product may vary according to a variety of situations and conditions, such as type of product or service, or the perceived unfairness of the price, or if the buyer perceives a brand is superior to competing brands. The chapter also discusses how buyers trade off or compare the perceived gains arising from price-quality judgments versus the perceived sacrifice required to acquire the product or service, including whether buyers integrate price and other attribute information following a nonlinear (proportional) or linear (subtractive) process. It also summarizes research on price as a multidimensional attribute, considered with additional dimensions such as warranty coverage, and warrantor reputation. Finally, the chapter examines perceived product value as being decomposed into its (1) perceived acquisition value (the expected benefit to be gained from acquiring the product less the net displeasure of paying for it) and (2) perceived transaction value (the perceived merits or fairness of the offer or deal).

Original languageEnglish (US)
Title of host publicationVisionary Pricing
Subtitle of host publicationReflections and Advances in Honor of Dan Nimer
EditorsGerald Smith
Pages129-152
Number of pages24
DOIs
StatePublished - Dec 1 2012
Externally publishedYes

Publication series

NameAdvances in Business Marketing and Purchasing
Volume19
ISSN (Print)1069-0964

ASJC Scopus subject areas

  • Economics, Econometrics and Finance (miscellaneous)
  • Marketing

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  • Cite this

    Monroe, K. B. (2012). Price and customers' perceptions of value. In G. Smith (Ed.), Visionary Pricing: Reflections and Advances in Honor of Dan Nimer (pp. 129-152). [17065453] (Advances in Business Marketing and Purchasing; Vol. 19). https://doi.org/10.1108/S1069-0964(2012)0000019012