Measuring price thresholds using social judgment theory

William Theodore Cummings; Lonnie Ostrom

doi:10.1007/BF02729343

Measuring price thresholds using social judgment theory

William Theodore Cummings, Lonnie Ostrom

Marketing

Research output: Contribution to journal › Article › peer-review

6 Scopus citations

Abstract

Price perceptions of 120 homemakers were assessed for one product using social judgment theory. In keeping with the theory, the homemakers' latitudes of acceptance, rejection, and noncommitment were established in a laboratory experiment. Product involvement and price sensitivity were manipulated, and their impact on the respective latitudes was measured. Implications for price strategy based on the analysis are presented.

Original language	English (US)
Pages (from-to)	395-409
Number of pages	15
Journal	Journal of the Academy of Marketing Science
Volume	10
Issue number	4
DOIs	https://doi.org/10.1007/BF02729343
State	Published - Sep 1982

ASJC Scopus subject areas

Business and International Management
Economics and Econometrics
Marketing

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10.1007/BF02729343

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title = "Measuring price thresholds using social judgment theory",

abstract = "Price perceptions of 120 homemakers were assessed for one product using social judgment theory. In keeping with the theory, the homemakers' latitudes of acceptance, rejection, and noncommitment were established in a laboratory experiment. Product involvement and price sensitivity were manipulated, and their impact on the respective latitudes was measured. Implications for price strategy based on the analysis are presented.",

author = "Cummings, {William Theodore} and Lonnie Ostrom",

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AB - Price perceptions of 120 homemakers were assessed for one product using social judgment theory. In keeping with the theory, the homemakers' latitudes of acceptance, rejection, and noncommitment were established in a laboratory experiment. Product involvement and price sensitivity were manipulated, and their impact on the respective latitudes was measured. Implications for price strategy based on the analysis are presented.

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Measuring price thresholds using social judgment theory

Abstract

ASJC Scopus subject areas

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