Title
Authors
Kirk L Wakefield, J Jeffrey Inman
Publication date
2003/12/31
Journal name
Journal of Retailing
Volume
79
Issue
4
Pages
199-212
Publisher
JAI
Description
Research on consumer reaction to price has been largely confined to examining consumers'
price information search, evaluation of price alternatives, and individual purchase behaviors
without regard to situational influences. At the same time, consumption has often been
dichotomized in terms of its functional-hedonic nature and has been examined with regard
to social influence. Surprisingly, researchers have heretofore not examined the potential
effect of the consumption occasion or social context on consumers' price sensitivity. ...
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