Construct · 1 fields · 1 citations

price primacy: a standalone construct

One name. One construct. A landmark on the map.

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priceprimacy1 CONSTRUCTPrice primacyKARMARKAR · CONSUMER RESEARCH

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Consumer research

seeing a price before the product, which shifts evaluation toward whether the product is worth its price and changes choice, especially for utilitarian goods.

In consumer research, price primacy refers to seeing a price before the product, which shifts evaluation toward whether the product is worth its price and changes choice, especially for utilitarian goods. This meaning comes from Karmarkar (2015) in Journal of Marketing Research.[1]

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Nearby constructs

product3 fields · 3 citationsjingle · one word, three constructs

References

  1. Karmarkar, U. R., Shiv, B., & Knutson, B. (2015). Cost Conscious? The Neural and Behavioral Impact of Price Primacy on Decision Making. Journal of Marketing Research, 52(4), 467-481. https://doi.org/10.1509/jmr.13.0488

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