Frames of reference and buyers' perception of price and value
Article Abstract:
How buyers' perceptions of value are influenced by the purchase environment has become an increasingly important question for business researchers and practitioners. "Framing" - the use of frames of reference within the purchase environment to influence buyers' perceptions of price and value - has been examined extensively by researchers over the past 15 years. There is a need to integrate these research advances into managerial literature, though, and practice. This article provides managers with review of those research findings and some recommendations relating to management practice. (Reprinted by permission of the publisher.)
Publication Name: California Management Review
Subject: Business, general
ISSN: 0008-1256
Year: 1995
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A question of value
Article Abstract:
The two pricing models, customer value mapping (CVM) and economic value modeling (EVM) are compared and analyzed. It is concluded that EVM is superior to CVM for setting price.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2005
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