Weddings represent a specific consumption experience with unusual pressures (financial and emotional). Societal pressures of perfection and the experience itself, including conspicuous consumption, experience, and credence qualities, create a unique consumption and pricing environment. Study 1 provides evidence of a two-tier retail pricing approach for “regular” and “wedding” items. Study 2 suggests this phenomenon has been propagated by a tendency to attach elevated importance to wedding products. This paper documents the practice of elevated wedding pricing and offers insight into why the practice is tolerated and perpetuated.

中文翻译：

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消费者对婚礼的认知和定价做法

婚礼代表着特殊的消费体验，并带有不寻常的压力（财务和情感压力）。完美的社会压力和经验本身，包括炫耀的消费，经验和信用素质，创造了独特的消费和定价环境。研究1提供了针对“常规”和“结婚”商品的两级零售定价方法的证据。研究2表明，这种现象是由于人们对婚庆产品越来越重视的趋势而传播的。本文记录了提高婚礼价格的做法，并深入了解了为什么可以容忍和永久保留这种做法。