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Generalising a Pricing Effect

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  • Ehrenberg, A S C
  • England, L R

Abstract

In an extensive field experiment with fast-moving branded consumer goods, price elasticities are found to be much the same for different products or brands, for prices going up or coming down, at different speeds, and irrespective of the brand's previous pricing history. These results differ radically from the view that individual products and brands have their own distinct elasticities. Copyright 1990 by Blackwell Publishing Ltd.

Suggested Citation

  • Ehrenberg, A S C & England, L R, 1990. "Generalising a Pricing Effect," Journal of Industrial Economics, Wiley Blackwell, vol. 39(1), pages 47-68, September.
    • Handle: RePEc:bla:jindec:v:39:y:1990:i:1:p:47-68
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    Cited by:

    1. Jevons, Colin & Buil, Isabel & Merrilees, Bill & de Chernatony, Leslie, 2013. "Introduction: Thought leadership in brand management," Journal of Business Research, Elsevier, vol. 66(1), pages 1-3.
    2. Bogomolova, Svetlana & Oppewal, Harmen & Cohen, Justin & Yao, Jun, 2020. "How the layout of a unit price label affects eye-movements and product choice: An eye-tracking investigation," Journal of Business Research, Elsevier, vol. 111(C), pages 102-116.
    3. Foxall, Gordon R. & Yan, Ji & Oliveira-Castro, Jorge M. & Wells, Victoria K., 2013. "Brand-related and situational influences on demand elasticity," Journal of Business Research, Elsevier, vol. 66(1), pages 73-81.
    4. Woodside, Arch G. & Ozcan, Timucin, 2009. "Customer choices of manufacturer versus retailer brands in alternative price and usage contexts," Journal of Retailing and Consumer Services, Elsevier, vol. 16(2), pages 100-108.
    5. Huang, Ava & Dawes, John & Lockshin, Larry & Greenacre, Luke, 2017. "Consumer response to price changes in higher-priced brands," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 1-10.

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