Price perception validity varies widely among communities. The use of service offerings and quality levels as cues for price perceptions may cause misperception. This study develops a method for measuring validity of price perceptions, applies it to five communities, and investigates potential explanations for misperception.
Get full access to this article
View all access options for this article.
References
1.
BergI. A. and BassE. M., eds., Conformity and Deviation, New York: Harper and Brothers, 1961.
2.
BrownF. E., “Price Movements Following the Discontinuance of Trading Stamps,” Journal of Retailing, 43 (Fall 1967), 1–16.
3.
RobertFerber and WalesHugh G., Motivation and Market Behavior, Homewood, Ill.: Richard D. Irwin, 1958.
4.
PaulE. Green and TullDonald S., Research for Marketing Decisions, Englewood Cliffs, N. J.: Prentice Hall, Inc., 1966.
5.
GreenPaul E., Organization and Competition in Food Retailing, Technical Study No. 7, National Commission on Food Marketing, Washington, D. C., June 1966.
6.
ThurstoneL. L., The Measurement of Values, Chicago: The University of Chicago Press, 1959.
