An open question of behavioral pricing literature is: What are the factors which influence consumers’ judgments of acquisition value and transaction value? An important framework to explain consumers’ shopping and purchase decisions is their decision-making styles. This paper aims to examine the influence of consumers’ decision-making styles, that is, perfectionistic high-quality conscious, brand conscious-price equals quality, novelty-fashion conscious, recreational-hedonistic, price conscious-value for money, impulsive-careless, habitual-brand loyal and confused by overchoice on their judgments of acquisition value and transaction value.,From the literature, a conceptual framework was formulated. Data was collected from a survey of 304 respondents. The measurement model was tested using exploratory factor analysis and confirmatory factor analysis. The structural model was tested using structural equation modeling.,The consumers’ judgments of acquisition value and transaction value vary with their decision-making styles. The measurement and structural models exhibited good fit, and 12 of the 16 proposed hypotheses were found to be significant.,The respondents for this research study were urban and postgraduate students.,The results of this study can help managers personalize their promotional offers and market offerings targeted at consumers with different decision-making styles.,Behavioral pricing literature has not convincingly shown that consumers make the judgments of the two values, acquisition value and transaction value, in a purchase scenario. There is limited literature on the impact of decision-making styles on the marketing variables. The results of this study contribute to the literature by showing that consumers make the judgments of these two values, and these judgments vary with their decision-making styles. Also, this is one of only a few studies to examine the two components of the purchase value in an Indian context.

中文翻译：

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收购价值和交易价值的判断

行为定价文献的一个公开问题是：哪些因素会影响消费者对收购价值和交易价值的判断？解释消费者购物和购买决策的重要框架是其决策风格。本文旨在考察消费者决策方式的影响，即完美主义的高品质意识，品牌意识-价格等于质量，新颖时尚的意识，娱乐享乐主义，价格意识的物有所值，冲动-粗心，对惯常品牌的忠诚，以及对他们对获得价值和交易价值的判断过度选择而感到困惑。，从文献中，提出了一个概念框架。数据来自对304位受访者的调查。使用探索性因素分析和确认性因素分析测试了测量模型。使用结构方程模型对结构模型进行了测试。消费者对获得价值和交易价值的判断因决策方式而异。测量和结构模型显示出良好的契合性，在16个提出的假设中有12个被认为是有意义的。本研究的受访者是城市和研究生。本研究的结果可以帮助管理人员个性化他们的促销优惠和市场行为定价文献并未令人信服地表明，消费者在购买场景中对两个价值（购买价值和交易价值）做出判断。关于决策方式对营销变量的影响的文献很少。这项研究的结果通过显示消费者对这两个价值做出判断，并且这些判断随他们的决策风格而变化，从而为文献做出了贡献。此外，这是在印度语下考察购买价值的两个组成部分的仅有的几项研究之一。