IDEAS home Printed from https://ideas.repec.org/a/spr/amsrev/v3y2013i3d10.1007_s13162-013-0051-z.html
   My bibliography  Save this article

How and why is price perceived: a commentary on Cheng and Monroe

Author

Listed:
  • Akshay R. Rao

    (University of Minnesota)

Abstract

In this commentary, I build on Cheng and Monroe’s paper on price perception and discuss how and why price is perceived in the manner in which it is, and how understanding this process can benefit theory and practice.

Suggested Citation

  • Akshay R. Rao, 2013. "How and why is price perceived: a commentary on Cheng and Monroe," AMS Review, Springer;Academy of Marketing Science, vol. 3(3), pages 146-150, September.
  • Handle: RePEc:spr:amsrev:v:3:y:2013:i:3:d:10.1007_s13162-013-0051-z
    DOI: 10.1007/s13162-013-0051-z
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s13162-013-0051-z
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.

    File URL: https://libkey.io/10.1007/s13162-013-0051-z?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Hakkyun Kim & Akshay R. Rao & Angela Y. Lee, 2009. "It's Time to Vote: The Effect of Matching Message Orientation and Temporal Frame on Political Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(6), pages 877-889, April.
    2. Debora Viana Thompson & Rebecca W. Hamilton, 2006. "The Effects of Information Processing Mode on Consumers' Responses to Comparative Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(4), pages 530-540, March.
    3. Angela Y. Lee & Punam Anand Keller & Brian Sternthal, 2010. "Value from Regulatory Construal Fit: The Persuasive Impact of Fit between Consumer Goals and Message Concreteness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 735-747, February.
    4. Dengfeng Yan & Jaideep Sengupta, 2011. "Effects of Construal Level on the Price-Quality Relationship," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(2), pages 376-389.
    5. Joseph Henrich & Steve J. Heine & Ara Norenzayan, 2010. "The Weirdest People in the World?," RatSWD Working Papers 139, German Data Forum (RatSWD).
    6. Haipeng (Allan) Chen & Akshay R. Rao, 2007. "When Two Plus Two Is Not Equal to Four: Errors in Processing Multiple Percentage Changes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(3), pages 327-340, June.
    7. 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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Jasper Dezwaef & Emiel Cracco & Jelle Demanet & Timothy Desmet & Marcel Brass, 2019. "Beyond asking: Exploring the use of automatic price evaluations to implicitly estimate consumers’ willingness-to-pay," PLOS ONE, Public Library of Science, vol. 14(7), pages 1-16, July.
    2. 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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kim, Joonkyung & Zhao, Min & Soman, Dilip, 2023. "Converging vs diverging: The effect of visual representation of goal structure on financial decisions," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 362-377.
    2. Dengfeng Yan, 2016. "Numbers Are Gendered: The Role of Numerical Precision," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 303-316.
    3. Jun Yao & Harmen Oppewal & Di Wang, 2020. "Cheaper and smaller or more expensive and larger: how consumers respond to unit price increase tactics that simultaneously change product price and package size," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1075-1094, November.
    4. Santana, Shelle & Thomas, Manoj & Morwitz, Vicki G., 2020. "The Role of Numbers in the Customer Journey," Journal of Retailing, Elsevier, vol. 96(1), pages 138-154.
    5. Mohamed Didi Alaoui, 2020. "L’effet d’adéquation entre la forme de présentation du prix et de la distance temporelle sur les réponses du consommateur : une approche par la théorie des niveaux de représentation," Post-Print hal-02870097, HAL.
    6. Haipeng (Allan) Chen & Woojin Choi & Yan (Lucy) Liu & Haoying Sun & Fu Liu, 2021. "More or Less? Consumer Goal Orientation and Product Choice," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 8(1), pages 16-26, June.
    7. Nicole Koschate-Fischer & Katharina Wüllner, 2017. "New developments in behavioral pricing research," Journal of Business Economics, Springer, vol. 87(6), pages 809-875, August.
    8. Yuanyuan Zhou & Qian Li & Shiyang Gong & Daniel P. Hampson & Zhicen Liu, 2023. "Looking back is better than looking forward: visualization, temporal frames, and new product evaluation in China," Asian Business & Management, Palgrave Macmillan, vol. 22(3), pages 829-856, July.
    9. Keith S. Coulter, 2013. "Commentary on: “an appraisal of behavioral price research (Part I)”," AMS Review, Springer;Academy of Marketing Science, vol. 3(3), pages 135-140, September.
    10. 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.
    11. Jin, Liyin & Hu, Bingyan & He, Yanqun, 2014. "The Recent versus The Out-Dated: An Experimental Examination of the Time-Variant Effects of Online Consumer Reviews," Journal of Retailing, Elsevier, vol. 90(4), pages 552-566.
    12. Ji Wu & Haichuan Zhao & Haipeng (Allan) Chen, 2021. "Coupons or Free Shipping? Effects of Price Promotion Strategies on Online Review Ratings," Information Systems Research, INFORMS, vol. 32(2), pages 633-652, June.
    13. Aku-Ville Lehtimäki & Kent B. Monroe & Outi Somervuori, 2019. "The influence of regular price level (low, medium, or high) and framing of discount (monetary or percentage) on perceived attractiveness of discount amount," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 18(1), pages 76-85, February.
    14. Bambauer-Sachse, Silke & Massera, Laura, 2015. "Interaction effects of different price claims and contextual factors on consumers' reference price adaptation after exposure to a price promotion," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 63-73.
    15. Sibilla Di Guida & Ido Erev & Davide Marchiori, 2014. "Cross Cultural Differences in Decisions from Experience: Evidence from Denmark, Israel and Taiwain," Working Papers ECARES ECARES 2014-16, ULB -- Universite Libre de Bruxelles.
    16. Hind Dib‐slamani & Gilles Grolleau & Naoufel Mzoughi, 2021. "Is theft considered less severe when the victim is a foreign company?," Post-Print hal-03340844, HAL.
    17. Kareklas, Ioannis & Muehling, Darrel D. & King, Skyler, 2019. "The effect of color and self-view priming in persuasive communications," Journal of Business Research, Elsevier, vol. 98(C), pages 33-49.
    18. Shi, Yun & Cui, Xiangyu & Zhou, Xunyu, 2020. "Beta and Coskewness Pricing: Perspective from Probability Weighting," SocArXiv 5rqhv, Center for Open Science.
    19. Matthew Fisher & Milica Mormann, 2022. "The Off by 100% Bias: The Effects of Percentage Changes Greater than 100% on Magnitude Judgments and Consumer Choice [Numerosity and Consumer Behavior]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(4), pages 561-573.
    20. Kyriaki Remoundou & Drichoutis Andreas & Phoebe Koundouri, 2010. "Warm glow in charitable auctions: Are the WEIRDos driving the results?," DEOS Working Papers 1028, Athens University of Economics and Business.

    More about this item

    Keywords

    Price perception;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:amsrev:v:3:y:2013:i:3:d:10.1007_s13162-013-0051-z. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.