Comparison of consumer reactions to price-matching guarantees in internet and bricks-and-mortar retail environments

Kukar-Kinney, Monika; Grewal, Dhruv
June 2007
Journal of the Academy of Marketing Science;Summer2007, Vol. 35 Issue 2, p197
Academic Journal
The present study investigates consumer responses to price-matching guarantees (PMGs) in the Internet environment and contrasts them with their responses in a traditional bricks-and-mortar retail environment. The effect of store reputation on consumer responses to price-matching policies is also investigated in both Internet and bricks-and- mortar retail settings. Two studies using a 2x2x2 between- subjects full factorial experimental design with two levels of PMG presence (PMG present, PMG absent), two levels of retail environment (Internet, bricks-and-mortar), and two levels of store reputation (no/low reputation, high reputation) were conducted. In study 1 reputation was manipulated using store names, while in study 2 the reputation was manipulated using store characteristics. The findings of two studies suggest that consumer reactions to price-matching guarantees, such as store price perceptions, postpurchase search intentions, and willingness to claim a refund if a lower competitive price is found, differ across the two purchase environments.


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