Identifier
etd-04012017-133247
Degree
Doctor of Philosophy (PhD)
Department
Marketing
Document Type
Access to Dissertation Restricted to LSU Campus
Abstract
This dissertation addresses the dual role of price on purchase likelihood. Developed over three essays, the main objective of this research is to gain a better understanding of how price affects purchase likelihood. Findings of extant research contain variability in both conceptualizations and demonstrated effects. This dissertation conceptualizes the effect that price has on purchase likelihood within a perceived value framework, which can be partitioned into categories of costs and benefits. This perspective allows for the decomposition of the multifaceted effects of price on purchase likelihood. Essay one provides a literature review, presents a conceptual model, and identifies four research questions pertaining to the phenomenon of interest. Essay two empirically tests the conceptual model for mediation and essay three tests for moderated mediation.
Date
2017
Document Availability at the Time of Submission
Student has submitted appropriate documentation to restrict access to LSU for 365 days after which the document will be released for worldwide access.
Recommended Citation
Fennell, Patrick, "The Dual Role of Price on Purchase Likelihood" (2017). LSU Doctoral Dissertations. 4432.
https://repository.lsu.edu/gradschool_dissertations/4432
Committee Chair
Niedrich, Ronald
DOI
10.31390/gradschool_dissertations.4432