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- W1995350770 abstract "Two main types of value have been established in the retail literature: merchandise value based on the quality and price of a store's offerings and differentiation value based on the extent of atmospheric cues in the environment. However, it is not clear what happens when a store offers both types of value to a high degree. We investigate how offering a bargain (or price cut) affects consumer responses for high and low differentiation store environments. In two studies, using a simulated store environment in a behavioural laboratory, we find that the presence of bargains in a highly differentiated store environment negatively influences store affect and, in turn, approach behaviour. This effect, however, only holds true for low familiarity stores and can be explained by processing fluency theory. Consequently, retailers focusing on store environment differentiation should reconsider their use of bargains." @default.
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- W1995350770 date "2007-01-01" @default.
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- W1995350770 title "Six strategies for competing through service: An agenda for future research" @default.
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- W1995350770 doi "https://doi.org/10.1016/j.jretai.2006.11.001" @default.
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