Effects of Expiration Date-Based Pricing on Brand Image Perceptions |
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Authors: | Aristeidis Theotokis Katerina Pramatari Michael Tsiros |
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Affiliation: | 1. Leeds University Business School, Maurice Keyworth Building, The University of Leeds, Leeds LS2 9JT, UK;2. Department of Management Science and Technology, Athens University of Economics and Business, Athens, Greece;3. School of Business Administration, University of Miami, United States;4. Tassos Papastratos Research Professor, ALBA Graduate Business School, Athens, Greece |
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Abstract: | Expiration date-based pricing (EDBP) occurs when a grocery retailer reduces the price of a perishable product according to its remaining shelf life. While, conventional wisdom suggests that this practice leads to negative consumer evaluations of brand quality, a series of field experiments reveal negative effects on brand quality perceptions only among loyal consumers and those who perceive low risk associated with perishables. The effect is also mediated by consumer distrust (Study 1). In addition, EDBP has no effect on brand quality image if consumers are already familiar with this pricing practice (Study 2), and it may even generate positive consumer evaluations when framed as a cause-related marketing activity to reduce waste (Study 3). Additional evidence indicates that psychological contract violation perceptions provide the underlying mechanism for explaining consumer responses to EDBP (Study 4). This article ends with an agenda for further research and implications for retail practice. |
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