Caving, role playing, and staying home: Shopper coping strategies in a negotiated pricing environment.

SelectedWorks Author Profiles:

Philip J. Trocchia

Document Type


Publication Date


Date Issued

January 2004

Date Available

May 2013




This interpretive study reveals specific behaviors that shoppers enact in order to cope with the tensions they experience in an environment where negotiated pricing is the expected norm. Consumers experience inner conflict, or tension, when they feel that a pleasant shopping experience may only be attained at the risk of a poor financial outcome. These tensions, derived from 34 depth interviews with auto shoppers, include “truth versus deception,” “self-presentation versus testing the limits,” and “reciprocation versus looking out for number one.” Some coping strategies emanating from these tensions include using analogies, role playing, and bringing one's own audience. Implications for academicians and retailers are discussed.


Abstract only. Full-text article is available only through licensed access provided by the publisher. Published in Psychology & Marketing, 21 (10), 847-877. DOI: 10.1002/mar.20031 Members of the USF System may access the full-text of the article through the authenticated link provided.




John Wiley & Sons, Inc.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.