Measuring price thresholds using social judgment theory

William Theodore Cummings, Lonnie Ostrom

Research output: Contribution to journalArticlepeer-review

6 Scopus citations


Price perceptions of 120 homemakers were assessed for one product using social judgment theory. In keeping with the theory, the homemakers' latitudes of acceptance, rejection, and noncommitment were established in a laboratory experiment. Product involvement and price sensitivity were manipulated, and their impact on the respective latitudes was measured. Implications for price strategy based on the analysis are presented.

Original languageEnglish (US)
Pages (from-to)395-409
Number of pages15
JournalJournal of the Academy of Marketing Science
Issue number4
StatePublished - Sep 1 1982

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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