On sale! But does inexpensive mean cheap?

Nov 27, 2012

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. New research by Vanderbilt Owen Graduate School of Management E. Bronson Ingram Professor Steve Posavac and his co-authors finds that in some consumers’ minds, price denotes quality. For others, low price leads a consumer to believe he or she is getting a good value.