Effects of price reframing tactics on consumer perceptions

Research output: Contribution to journalArticlepeer-review

16 Citations (Scopus)


This article compares the effects of three pricing tactics—temporal reframing of prices (TRP), measure-based unit pricing (UP), and usage-based UP—on various consumer perceptions. Although these tactics are similar as they all reframe retail prices to a smaller amount, dissimilarity also exists as the respective units used for calculating these reframed prices differ. A laboratory experiment was performed to draw comparisons among the three types in a context of print advertisement. The results suggest that usage-based UP provided the most beneficial information for consumers; however, the differences between usage-based UP and TRP were not substantial.

Original languageEnglish
Pages (from-to)82-87
Number of pages6
JournalJournal of Retailing and Consumer Services
Publication statusPublished - 2017 Jan 1


  • Consumer perceptions
  • Price reframing
  • Temporal reframing of price
  • Unit pricing

ASJC Scopus subject areas

  • Marketing


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