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

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  • 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
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    References listed on IDEAS

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    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. Joseph Henrich & Steve J. Heine & Ara Norenzayan, 2010. "The Weirdest People in the World?," RatSWD Working Papers 139, German Data Forum (RatSWD).
    3. 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.
    4. 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.
    5. 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.
    6. 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.
    7. 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.
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    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.

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