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http://hdl.handle.net/10397/94498
Title: | Effects of concealing vs. displaying prices on consumer perceptions of hospitality products | Authors: | Kim, J Jhang, J Kim, SS Chen, SC |
Issue Date: | Jan-2021 | Source: | International journal of hospitality management, Jan. 2021, v. 92, 102708 | Abstract: | This study was designed to empirically test the psychological consequences of concealing (vs. displaying) the prices of hospitality products on perceptions of expensiveness, quality, value, and purchase intention. To achieve this objective, seven hypotheses were proposed and a series of four experimental studies were conducted. It was found that a cafe that did not (vs. did) display price information was evaluated relatively highly in terms of perceived expensiveness, but relatively low in perceived quality, value, and purchase intention. Specifically, we found that the heightened perception of expensiveness of a price-concealing cafe, along with relatively weak change in quality perception, negatively influenced both perceptions of value and purchase intention in Studies 1 and 2. Further, we found that these relationships are moderated by the consumer personal trait of price consciousness (Study 3) and mediated by price fairness (Study 4). | Keywords: | Expensiveness Price Price consciousness Price fairness Purchase intention Quality Value |
Publisher: | Pergamon Press | Journal: | International journal of hospitality management | ISSN: | 0278-4319 | EISSN: | 1873-4693 | DOI: | 10.1016/j.ijhm.2020.102708 | Rights: | © 2020 Published by Elsevier Ltd. © 2020. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/. The following publication Kim, J., Jhang, J., Kim, S., & Chen, S.-C. (2021). Effects of concealing vs. displaying prices on consumer perceptions of hospitality products. International Journal of Hospitality Management, 92, 102708 is available at https://dx.doi.org/10.1016/j.ijhm.2020.102708. |
Appears in Collections: | Journal/Magazine Article |
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Kim_Effects_Concealing_Displaying.pdf | Pre-Published version | 1.34 MB | Adobe PDF | View/Open |
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