The holidays usher in the biggest shopping season of the year, but sellers need to beware: sale prices can mean different things to different consumers.
“In the case of price, most people simultaneously believe that low prices mean good value and that low prices mean low quality. But these two beliefs are not equally present in consumers’ minds all the time,” says Steve Posavac, professor in marketing at Vanderbilt University.
Full story at Futurity.
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