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A Reexamination of Frequency-Depth Effects in Consumer Price Judgments

A Reexamination of Frequency-Depth Effects in Consumer Price Judgments 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Research Oxford University Press

A Reexamination of Frequency-Depth Effects in Consumer Price Judgments

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References (17)

Publisher
Oxford University Press
Copyright
© 2005 by JOURNAL OF CONSUMER RESEARCH, Inc.
ISSN
0093-5301
eISSN
1537-5277
DOI
10.1086/497560
Publisher site
See Article on Publisher Site

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.

Journal

Journal of Consumer ResearchOxford University Press

Published: Dec 1, 2005

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