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The Effects of Brand Name on Consumers’ Evaluations of Price Presentation Formats
Book chapter

The Effects of Brand Name on Consumers’ Evaluations of Price Presentation Formats

Rajesh V. Manchanda, Rajneesh Suri and Chiranjeev S. Kohli
Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference, pp 392-392
18 Oct 2014
DOI: https://doi.org/10.1007/978-3-319-11885-7_98

Abstract

Academic Literature Anxious State Preceding Discussion Price Discount Risk Averse
Though marketing practitioners have begun to acknowledge the utility and effectiveness of a fixed price policy (i.e., prices that are never discounted or reduced), there is limited research and agreement on this issue by marketing theorists. The extant academic literature presents conflicting viewpoints about the effectiveness of fixed price offers with some researchers indicating support for such a strategy and others doubting their success (e.g., see Monroe and Mazumdar, 1988; Nagle and Holden, 1994). Research that has directly compared the effects of a price discount with a fixed price on consumers’ perceptions have found that consumers’ may evaluate fixed price formats more favorably but only if certain conditions are met. For example, one such condition, motivation to purchase, can explain when fixed price formats may be preferred to price discounts (Suri, Manchanda, and Madan 1999). In this paper, we contend that the strength of the brand, a factor that has previously not been considered in this line of research, could influence consumers’ evaluations of these two types of price presentation formats.

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