Abstract
This paper explores the influence of retail store environmental cues on consumers' price acceptability. An empirical study examines the effects of three types of environmental factors; ambient, social and design. Results indicate that the price of an item (a picture frame) is more acceptable in a high-social store environment than is the same product at the same price in a low-social store environment. The results also provide partial support for the effects of store ambient and design factors on the acceptability of the price of the picture frame. Finally, consumers' price acceptability is positively related to purchase intentions.
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