How much is 'dearer' and 'cheaper'? - a cross cultural study of the psychological just noticeable difference for price.

• Main Authors: Herold, Brigitte., Peggy Sandrasari Tjakradisurya.
• Other Authors: Marshall, Roger
• Format: Theses and Dissertations
• Language: English
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/7622
• Institution: Nanyang Technological University

The objective of this study is to investigate the existence of Psychological Just Noticeable Difference (PJND) in Singapore and Switzerland and to examine consumers' attitude towards price promotions. Our findings demonstrate the existence of PJND level differences across cultures.