TY - JOUR
T1 - The effect of cross-channel price dis/parity on ethicality evaluations and purchase intent
T2 - The moderating role of price frame
AU - Choi, Sunmee
AU - Mattila, Anna S.
AU - Park, Heungsoo
AU - Kang, Seongho
PY - 2009/4
Y1 - 2009/4
N2 - Using a scenario-based survey with a factorial between-subject experimental design, this study examines the effect of price dis/parity across multiple channels of distribution on customers' ethicality evaluations and purchase intent, with the focus on the moderating role of price frame. Results show that when the varying prices of the disparity policy were all lower than or equal to the uniform price of the parity policy, consumers did not evaluate the disparity policy as significantly less ethical than the parity policy, and were more likely to purchase from the firm with the disparity policy. However, when at least one of the varying prices of the disparity policy was higher than the uniform price of the parity policy, they evaluated the disparity policy as less ethical, and, therefore, were more likely to purchase from the firm with the parity policy, despite price incentives offered by the disparity policy. This finding suggests that the success of a cross-channel price disparity policy depends on the price frame.
AB - Using a scenario-based survey with a factorial between-subject experimental design, this study examines the effect of price dis/parity across multiple channels of distribution on customers' ethicality evaluations and purchase intent, with the focus on the moderating role of price frame. Results show that when the varying prices of the disparity policy were all lower than or equal to the uniform price of the parity policy, consumers did not evaluate the disparity policy as significantly less ethical than the parity policy, and were more likely to purchase from the firm with the disparity policy. However, when at least one of the varying prices of the disparity policy was higher than the uniform price of the parity policy, they evaluated the disparity policy as less ethical, and, therefore, were more likely to purchase from the firm with the parity policy, despite price incentives offered by the disparity policy. This finding suggests that the success of a cross-channel price disparity policy depends on the price frame.
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U2 - 10.1080/10466690802477368
DO - 10.1080/10466690802477368
M3 - Article
AN - SCOPUS:70449587273
SN - 1046-669X
VL - 16
SP - 131
EP - 147
JO - Journal of Marketing Channels
JF - Journal of Marketing Channels
IS - 2
ER -