Combining value and price to make purchase decisions in business markets

James C. Anderson*, James B.L. Thomson, Finn Wynstra

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

80 Scopus citations


The authors investigate how purchasing managers combine information about product offerings' values and prices to make purchase decisions. The results of two field studies show that managers do not regard monetarily-equivalent changes in value and price to be the same. Using reference-dependent theory, the authors show that, rather than a single utility function, separate functions for value and price appear to underlie purchasing managers' decisions. The authors also address means of inducing managers to choose higher-valued, higher-priced product offerings.

Original languageEnglish (US)
Pages (from-to)307-329
Number of pages23
JournalInternational Journal of Research in Marketing
Issue number4
StatePublished - Dec 2000


  • Price
  • Product offering
  • Purchase decision
  • Value

ASJC Scopus subject areas

  • Marketing


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