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EMAC 2022 Annual

Maximization, Acquisition Value, Transaction Value, and Consumers' Behavioral Response to Price

Published: May 24, 2022


Nitin Soni, Indian Institute of Management Raipur; Jagrook Dawra, IIM Raipur; Kanupriya Katyal, Goa Institute of Management


This study shows the influence of consumer goal and strategy of maximization on their evaluations of deals and discounts. This research shows that when buyers maximize, their transaction value and acquisition value perceptions predict their behavioral response to deals and discounts. When maximization is the goal, the relationship between transaction value and the behavioral responses is mediated by acquisition value. When buyers satisfice, transaction value perceptions predict these behavioral responses to price deals, and the relationship between transaction value and behavioral responses is not mediated by acquisition value. The results also show that the relationship between value perceptions and behavioral responses varies with consumer goals.