Skip to: search, navigation, or content.


Indiana University Bloomington

Marketing

30 Articles

Our faculty have published more than 30 articles in leading marketing journals in the last year and a half.

Recent Publications

Journal Articles

Consumer Response to Characteristics of Price Matching Guarantees: The Moderating Role of Price Consciousness

2007, Journal of Retailing

Monika Kukar-Kinney, Rockney G. Walters, Scott B. MacKenzie

Abstract

The present study develops and tests a conceptual model of consumer response to different types of price-matching characteristics (i.e., refund depth, length, and scope) across consumer segments with varying levels of price consciousness. A computer shopping simulation results show that a deep refund is interpreted as a signal of low prices by nonprice conscious consumers. However, price conscious consumers are found to associate deep refunds with increased prices, an unintended outcome for the retailer. The effects of price-matching characteristics on search and purchase behavior were also found to vary across more and less price conscious consumer segments.

Citation

Kukar-Kinney, Monika, Rockney G. Walters, and Scott B. MacKenzie (2007), “Consumer Response to Characteristics of Price Matching Guarantees: The Moderating Role of Price Consciousness,” Journal of Retailing, Vol. 83, No. 2, pp. 211-221.