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Consumer evaluations of multiple price changes over time versus a single dollar equivalent price change
Title
Consumer evaluations of multiple price changes over time versus a single dollar equivalent price change.
Creator
Tewari, Jitendra Kumar, Florida Atlantic University, Georgoff, David M.
Abstract/Description
In many markets sellers have to make decisions on the rate of price change for a product. Prices can be increased or decreased by making a single large change, or as by making multiple smaller changes over time, leading to the same final price. The concern of sellers is the consumer response, in terms of the product's demand. With the exception of deliberate demarketing, sellers seek to minimize demand decreases in response to price increases, and maximize the positive impact in terms of...
Show moreIn many markets sellers have to make decisions on the rate of price change for a product. Prices can be increased or decreased by making a single large change, or as by making multiple smaller changes over time, leading to the same final price. The concern of sellers is the consumer response, in terms of the product's demand. With the exception of deliberate demarketing, sellers seek to minimize demand decreases in response to price increases, and maximize the positive impact in terms of increased purchases, when prices are decreased. Price changes can be made in a short period, or over a more extended duration. In some buying contexts the market may be characterized by highly fluctuating prices that create price uncertainty in the minds of the consumer. Further, consumers give varying levels of importance or weight to their past purchase experience when they make purchase decisions. This research develops theory and examines hypotheses to examine the effectiveness of single versus multiple price change strategies over time, in different contexts, using a prospect theory and reference price framework. The study finds (1) The greater the number of purchase occasions between successive price changes, the lesser is the impact on demand of a strategy of multiple price changes. (2) In situations of high price uncertainty strategies of multiple price increases lead to smaller demand decreases, and strategies of multiple price increases lead to higher demand increases, when compared to price certain situations. (3) The importance or weight assigned by consumers to the last purchase experience does not appear to significantly impact the outcomes of intertemporal price strategies. (4) The impact of price decreases appears to be more than that of price increases, in the two contexts of uncertainty, and a greater weight being assigned to the last purchase occasion. In previous research prospect theory has been used primarily in a static framework, and the prospect theory approach has used reference prices to analyze the impact of price changes in product bundling situations. This research extends the prospect theory and reference price framework to price change strategies over time, where reference prices vary and adapt.
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Date Issued
2001
PURL
http://purl.flvc.org/fcla/dt/11950
Subject Headings
Prices, Consumption (Economics), Consumer Behavior
Format
Document (PDF)
Value Study of Reasons for Joining Associations
Title
A Value Study of Reasons for Joining Associations.
Creator
De Kock, Duane Erwin, Florida Atlantic University, Georgoff, David M.
Abstract/Description
This thesis is a study of the values given twenty reasons normally considered important in influencing individuals and companies to join associations. Comparisons are made of the obtained values from four different groups: the association executives for individual member associations, the new members of individual member associations, the association executives for company member associations, and the new members of company member associations. The study is made on the state level of each...
Show moreThis thesis is a study of the values given twenty reasons normally considered important in influencing individuals and companies to join associations. Comparisons are made of the obtained values from four different groups: the association executives for individual member associations, the new members of individual member associations, the association executives for company member associations, and the new members of company member associations. The study is made on the state level of each association used in the research. It evaluates whether there is a difference between the perceived values of the twenty reasons, whether there is a difference between the perceived values as given by association executives as compared to new members, and whether there is a difference between the perceived values as given by representatives of the company member associations as compared to those given by the individual member associations.
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Date Issued
1972
PURL
http://purl.flvc.org/fcla/dt/13498
Subject Headings
Associations, institutions, etc, Values
Format
Document (PDF)
Study of the persuasive effects of English versus Spanish language printed communications on Hispanic-Americans
Title
Study of the persuasive effects of English versus Spanish language printed communications on Hispanic-Americans.
Creator
Lebron, Carlos Juan., Florida Atlantic University, Georgoff, David M.
Abstract/Description
This study's purpose is to investigate the effect of language (Spanish/English) in print advertisements on US Hispanics' product attitude. Five research hypotheses were developed drawing from the "social value" component of the Theory of Consumption Values of Sheth, J. N., B. I. Newman, and B. L. Gross. (1991. Consumption Values and Market Choices: Theory and Applications, Cincinnati, Ohio: South-Western Publishing Co.). An experiment was conducted with the language manipulation through a...
Show moreThis study's purpose is to investigate the effect of language (Spanish/English) in print advertisements on US Hispanics' product attitude. Five research hypotheses were developed drawing from the "social value" component of the Theory of Consumption Values of Sheth, J. N., B. I. Newman, and B. L. Gross. (1991. Consumption Values and Market Choices: Theory and Applications, Cincinnati, Ohio: South-Western Publishing Co.). An experiment was conducted with the language manipulation through a national mail survey. None of the following hypotheses were supported. (1) Hispanics will have a more positive attitude toward products advertised with the English language than to those advertised with the Spanish language. (2) Hispanics will have a more positive attitude toward socially visible products advertised with the English language than to those advertised with the Spanish language. (3) Hispanics will have a more positive attitude toward luxury products advertised with the English language than to those advertised with the Spanish language. (4) Lower socio-economic status Hispanics will have a more positive attitude toward products advertised with the English language than with the Spanish language. (5) Less acculturated Hispanics will have a more positive attitude toward products advertised with the English language than with the Spanish language. Overall, the results show that under a variety of conditions neither language clearly outperforms the other when dealing with printed advertisements directed to US Hispanics. Lower status and less acculturated Hispanics showed slightly more favorable attitude (than higher status and acculturated Hispanics) toward advertisements of any product regardless of the language used in the advertisement. Hispanics of any social class or acculturation level showed slightly more favorable attitudes toward products advertised in Spanish language regardless of whether the product is luxury, non-luxury, visible, or not visible. The main practical implication of the findings is that it might not be cost-effective or necessary to create a Spanish language printed promotional campaign in addition to an original English one to reach most US Hispanics. However, in the relatively less frequent situation where a substantial desirable segment of Hispanics is not exposed to the English media, it might be advantageous to use Spanish media with advertisements created in Spanish language.
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Date Issued
1997
PURL
http://purl.flvc.org/fcla/dt/12509
Subject Headings
Hispanic American consumers--United States, Consumers--United States--Attitudes
Format
Document (PDF)
Role of Cues in Buyers' Evaluations of Service Innovations
Title
The Role of Cues in Buyers' Evaluations of Service Innovations.
Creator
Ramesan, Jayendra, Florida Atlantic University, Georgoff, David M.
Abstract/Description
This dissertation integrates knowledge from consumer behavior, diffusion research, strategy and MIS to investigate the effects of information cues such as price, brand equity, and technology on buyers' service evaluations and behavioral intentions. Specifically, the effects of these information cues on buyers' perceptions of service quality, value and purchase intentions are examined. In addition, this study examines the role of two intervening variables, namely, sacrifice (monetary costs)...
Show moreThis dissertation integrates knowledge from consumer behavior, diffusion research, strategy and MIS to investigate the effects of information cues such as price, brand equity, and technology on buyers' service evaluations and behavioral intentions. Specifically, the effects of these information cues on buyers' perceptions of service quality, value and purchase intentions are examined. In addition, this study examines the role of two intervening variables, namely, sacrifice (monetary costs) and ease of use (non-monetary costs) in buyers' service evaluations. Two interactive services, a home banking service (Citibank & Ameritech) and a home shopping service (Time Warner) were described in a concept test format to subjects in a 4 x 2 x 2 between-subjects factorial design experiment. The sample for the home banking service (281) was composed of undergraduate students drawn from the university while the sample for the home shopping service (409), was composed of individuals living in the South Florida area. The experimental treatments, manipulation checks, dependent and intervening variables were measured using multiple-item seven point Likert-type scales. The data was analyzed using econometric modeling techniques. In both experiments, service quality perceptions were found to be significantly influenced by technology and brand equity perceptions. Brand equity was the main determinant of service quality in both experiments. Service value perceptions were driven by direct effects from service quality, sacrifice and ease of use and indirectly driven by technology and price perceptions. The role of brand equity in value perceptions is ambiguous. Sacrifice was related positively to price perceptions in both studies. Purchase intentions were explained only by value perceptions in both studies. The results suggest that service quality and service value are very different. The value function is more complex than service quality. Service organizations that attempt to create customer value by maximizing service quality ratings at the lowest price need to emphasize other value based determinants such as technology and ease of use. The model suggests a crossfunctional approach should be employed for service design and development in order to maximize service quality and customer value. In addition, this study recommends a substantive pre-launch service concept development and delivery effort by service organizations before introducing new services.
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Date Issued
1996
PURL
http://purl.flvc.org/fcla/dt/12452
Subject Headings
Human Information Processing--Research, Consumer Satisfaction--Evaluation, Marketing--Management, Quality of Products--Evaluation, Technological innovations, Customer services--Quality control
Format
Document (PDF)