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Consumer Perceptions and Pricing Practices for Weddings

Author

Listed:
  • N. D. Albers

    (Louisiana State University Shreveport)

  • A. O. Wren

    (Louisiana State University Shreveport)

  • T. L. Knotts

    (Louisiana State University Shreveport)

  • M. G. Chupp

    (Berry College)

Abstract

Weddings represent a specific consumption experience with unusual pressures (financial and emotional). Societal pressures of perfection and the experience itself, including conspicuous consumption, experience, and credence qualities, create a unique consumption and pricing environment. Study 1 provides evidence of a two-tier retail pricing approach for “regular” and “wedding” items. Study 2 suggests this phenomenon has been propagated by a tendency to attach elevated importance to wedding products. This paper documents the practice of elevated wedding pricing and offers insight into why the practice is tolerated and perpetuated.

Suggested Citation

  • N. D. Albers & A. O. Wren & T. L. Knotts & M. G. Chupp, 2021. "Consumer Perceptions and Pricing Practices for Weddings," Journal of Consumer Policy, Springer, vol. 44(3), pages 407-426, September.
    • Handle: RePEc:kap:jcopol:v:44:y:2021:i:3:d:10.1007_s10603-021-09488-y
    DOI: 10.1007/s10603-021-09488-y
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    References listed on IDEAS

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