Abstract
Past research suggests that the relationship between price and choice is highly situationally dependent but existing theories cannot account for this complexity. An exploratory study was conducted to provide systematic evidence of these changes. It is argued that a contingent processing approach may provide the basis for the development of a theory that explains changes in the price-choice relationship across choice situations. Some implications for future theory development and research are discussed.
| Original language | English |
|---|---|
| Pages (from-to) | 207-218 |
| Journal | Journal of Business Research |
| Volume | 33 |
| Issue number | July |
| State | Published - 1995 |