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A Reexamination of Frequency-Depth Effects in Consumer Price Judgments

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  • Ashok K. Lalwani
  • Kent B. Monroe

Abstract

Previous research has shown that when there are multiple possible prices for two brands, the brand that is discounted frequently but at shallow levels is perceived to have a lower average price than the brand that is discounted infrequently but at deeper levels (the "frequency effect"). However, when there are only two possible prices for each brand, the brand discounted infrequently but at deeper levels is perceived to have a lower average price (the "depth effect"). Over a series of experiments, we demonstrate that these frequency and depth effects do not generalize to other temporal price distributions. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Ashok K. Lalwani & Kent B. Monroe, 2005. "A Reexamination of Frequency-Depth Effects in Consumer Price Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 480-485, December.
    • Handle: RePEc:oup:jconrs:v:32:y:2005:i:3:p:480-485
    DOI: 10.1086/497560
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    Cited by:

    1. Wang, Jessie J. & Lalwani, Ashok K., 2019. "The distinct influence of power distance perception and power distance values on customer satisfaction in response to loyalty programs," International Journal of Research in Marketing, Elsevier, vol. 36(4), pages 580-596.
    2. Matthew Osborne, 2018. "Frequency Versus Depth: How Changing the Temporal Process of Promotions Impacts Demand for a Storable Good," The Japanese Economic Review, Springer, vol. 69(3), pages 258-283, September.
    3. Lillian L. Cheng & Kent B. Monroe, 2013. "An appraisal of behavioral price research (part 1): price as a physical stimulus," AMS Review, Springer;Academy of Marketing Science, vol. 3(3), pages 103-129, September.
    4. Feurer, Sven & Haws, Kelly L., 2022. "Justifiable justifications in sequential indulgent choice situations: A framework for future research based on perceived exceptionality," Journal of Business Research, Elsevier, vol. 149(C), pages 630-639.
    5. Jagrook Dawra & Kanupriya Katyal, 2023. "Decoding price promotions: a moderated mediation model of fairness, trust, and deal proneness," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 22(4), pages 248-265, August.
    6. Daniel Sheehan & Ryan Hamilton & Ramnath K Chellappa, 2022. "When Is HILO Low? Price Image Formation Based on Frequency versus Depth Pricing Strategies [The Influence of Prior Beliefs, Frequency Cues, and Magnitude Cues on Consumers’ Perceptions of Comparati," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(4), pages 543-560.
    7. Ashok K. Lalwani & Lura Forcum, 2016. "Does a Dollar Get You a Dollar’s Worth of Merchandise? The Impact of Power Distance Belief on Price-Quality Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 317-333.
    8. Ofir, Chezy & Raghubir, Priya & Brosh, Gili & Monroe, Kent B. & Heiman, Amir, 2008. "Memory-Based Store Price Judgments: The Role of Knowledge and Shopping Experience," Journal of Retailing, Elsevier, vol. 84(4), pages 414-423.
    9. Lillian L. Cheng & Kent B. Monroe, 2013. "Some reflections on an appraisal of behavioral price research (part 1)," AMS Review, Springer;Academy of Marketing Science, vol. 3(3), pages 155-159, September.

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