Consumer perceptions and pricing practices for weddings
By: Albers, N., D.Wren, A.O. and Chupp, M. G
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Material type: 
BookPublisher: Journal of Consumer Policy Description: 44(3), Sep, 2021: p.407-426.Subject(s): Pricing, Discrimination, Wedding, Consumer, Perfection, Quality
In:
Journal of Consumer PolicySummary: Weddings represent a specific consumption experience with unusual pressures (financial and emotional). Societal pressures of perfection and the experience itself, including conspicuous consumption, experience, and credence qualities, create a unique consumption and pricing environment. Study 1 provides evidence of a two-tier retail pricing approach for “regular” and “wedding” items. Study 2 suggests this phenomenon has been propagated by a tendency to attach elevated importance to wedding products. This paper documents the practice of elevated wedding pricing and offers insight into why the practice is tolerated and perpetuated. – Reproduced
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Articles
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Indian Institute of Public Administration | 44(3), Sep, 2021: p.407-426 | Available | AR126325 |
Weddings represent a specific consumption experience with unusual pressures (financial and emotional). Societal pressures of perfection and the experience itself, including conspicuous consumption, experience, and credence qualities, create a unique consumption and pricing environment. Study 1 provides evidence of a two-tier retail pricing approach for “regular” and “wedding” items. Study 2 suggests this phenomenon has been propagated by a tendency to attach elevated importance to wedding products. This paper documents the practice of elevated wedding pricing and offers insight into why the practice is tolerated and perpetuated. – Reproduced
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