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Enhancing perceptions of price-value associated with price-matching guarantees

机译：增强与价格匹配担保相关的价格价值观念

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摘要

The authors examine how retailers can frame price-matching guarantees (PMGs) to address customers' goal orientations (promotion or prevention focused) and enhance their perceptions of price-value. To enhance price-value perceptions, the authors manipulate participants' temporary goal orientations (study 1) and the framing of PMG offers (study 2). The results demonstrate that retailers can temporarily elevate consumers' prevention orientations to enhance their preferences for PMGs over regular price offers. Retailers who have promotion-oriented customer bases can frame PMGs so that their customers will perceive the offers as being promotion oriented. Implications for retailing practice and future research directions are discussed.
机译：作者研究了零售商如何制定价格匹配保证（PMG）以解决客户的目标定位（以促销或预防为重点）并增强他们对价格价值的认识。为了增强对价格-价值的认识，作者操纵参与者的临时目标定向（研究1）和PMG产品框架（研究2）。结果表明，零售商可以暂时提高消费者的预防方向，以提高他们对PMG的偏好，而不是常规价格。具有促销导向客户群的零售商可以制定PMG，以便其客户将优惠视为促销导向。讨论了对零售实践的影响和未来的研究方向。

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  • 来源
    《Journal of Business Research》 |2012年第8期|1096-1101|共6页
  • 作者

    David M. Hardesty; William O. Bearden; Kelly L. Haws; Blair Kidwell;

  • 作者单位

    Department of Marketing, 455Q Gatton College of Business & Economics, University of Kentucky, Lexington, KY 40506-0034, United States;

    Department of Marketing, The Moore School of Business, University of South Carolina, 1705 College Street, Columbia, SC 29208, United States;

    Marketing Department, Mays Business School, Texas A&M University, 220J Wehner, 4112 TAMU, College Station, TX 77843, United States;

    Department of Marketing, 455N Gatton College of Business & Economics, University of Kentucky, Lexington, KY 40506-0034, United States;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Price-matching guarantees; Regulatory fit; Regulatory focus; Retailing;

    机译：价格匹配保证;符合法规;监管重点;零售业;

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