Journal of Finance and Economics

Journal of Finance and Economics

ISSN: 2291-4951 (Print)    ISSN: 2291-496X (Online)

Volume 7 (2018), No. 1, Pages 20-29

DOI: 10.12735/jfe.v7n1p20

Download Full Text:

Consumer Perceptions of Price Reframing in an In-Store Decision Context

Miyuri Shirai1 

1Faculty of Business and Commerce, Keio University, Tokyo, Japan


To Cite this Article     Article Views: 613     Downloads: 456  Since deposited on 2018-01-21


This article compares consumer responses to price reframing methods in an in-store decision context where price comparisons among brands can be conducted. The methods examined are measure-based unit pricing, usage-based unit pricing, and temporal reframing of price. They differ in the unit used for calculating reframed prices: measure-based unit pricing uses weight or volume, usage-based unit pricing uses usage account, and temporal reframing of price uses time. This area of research has not been fully explored. Results from a laboratory experiment showed that measure-based and usage-based unit pricings were evaluated better than temporal reframing of price on usability, likeability, and comprehensibility. Also, measure-based unit pricing was the best at making the choice perceived easier, whereas usage-based unit pricing was the best at increasing the attractiveness of retail prices. Moreover, consumers who chose the brand with the lowest reframed price generated favorable price and quality perceptions for the chosen brand when usage-based unit pricing or temporal reframing of price was used but generated only favorable price perception when measure-based unit pricing was used.

JEL Classifications: M31, C91

Keywords: Price reframing, unit pricing, temporal reframing of price, price perceptions, in-store decision context

To Cite this Article: Shirai, M. (2018). Consumer perceptions of price reframing in an in-store decision context. Journal of Finance and Economics, 7(1), 20-29.

Copyright © Miyuri Shirai

Creative Commons License
This article is published under license to Science and Education Centre of North America. This is an Open Access article distributed under the terms of the Creative Commons Attribution 4.0 International License.

To make sure that you can receive messages from us, please add the '' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.

Consumer Perceptions of Price Reframing in an In-Store Decision Context