Consumer expectations concerning timing and depth of the next deal

Miyuri Shirai, James R. Bettman

Research output: Contribution to journalReview articlepeer-review

8 Citations (Scopus)


In this article, deal expectation is defined as the expected length of time to the next deal that is similar to or better than the current deal (ETND). It is argued that ETND influences price evaluations in addition to any effect of the perceived difference between the retail price and the consumer's internal reference price (PPD). Two studies were conducted by manipulating dealing patterns over time. Results showed that ETND was affected by past dealing patterns and by evaluation of the current deal relative to the past. ETND becomes more important when the current deal is rather unexpected than when it is the same as or similar to past dealing patterns in terms of its discount depth. Also, ETND influenced price evaluations as well as PPD.

Original languageEnglish
Pages (from-to)457-472
Number of pages16
JournalPsychology and Marketing
Issue number6
Publication statusPublished - 2005 Jun 1
Externally publishedYes

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


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