The perfect match

Abu-Shalback Zid, Linda
January 2004
Marketing Management;Jan/Feb2004, Vol. 13 Issue 1, p4
In four experiments, researcher Joydeep Srivastiva examined the responses of consumers to price-matching refund policies as a signal of store image. The study found that even when all stores offer refunds, shoppers still associate price-matching refund policies with low rather than high store prices. Moreover, subjects appeared to believe that the monetary cost a retailer stands to incur by making a false low-price claim will deter high-priced retailers from offering such policies because price-matching refunds are enforceable. Lastly, researchers found that price-matching refunds affect perceptions of store prices even when store prices can be inferred from more compelling price-related cues such as ownership, service level, and in-store déecor.


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