This article examines whether price discrimination affects consumer price perceptions and emotions. Questionnaires involving various purchasing scenarios indicate that all kinds of price discrimination decrease the internal reference price of those who have to pay the original (higher) price. These effects of price discrimination on consumers¡¦ internal reference price are moderated by the discount depth. The deeper discount that the seller offers to the consumers, the larger the internal reference decreases. Further, when subjects were told that there is one consumer buy the product or service at the lower price (enjoying the price discount), they have negative emotion if they can have spend time looking for price-off coupons. But the other price discrimination such as VIP discount does not elicit consumers¡¦ negative emotion.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0630107-224743 |
| Date | 30 June 2007 |
| Creators | Huang, Siang-hua |
| Contributors | CHIUHUNG-CHANG, Wu Chi Cheng, Chia-Chi Chang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0630107-224743 |
| Rights | off_campus_withheld, Copyright information available at source archive |
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