The concept of perceived value: a systematic review of the research Raquel Sánchez-Fernández and M. Ángeles Iniesta-Bonillo University of Almería, Spain Abstract. The purpose of this article is to present a systematic review of the extensive research that has been conducted on the conceptualization of perceived value. The major conclusions of the present study are: (i) that both uni-dimensional and multidimensional models of value have their roles to play in providing simplified (unidimensional) and complex (multi-dimensional) understandings of the concept; (ii) that the nature of perceived value is complex and multi-dimensional; (iii) that the concept of perceived value implies an interaction between a consumer and a product; (iv) that value is relative by virtue of its comparative, personal, and situational nature; and (v) that value is preferential, perceptual, and cognitive-affective in nature. By organizing and synthesizing the major research streams and the individual studies within them, the present study thus provides a comprehensive framework for future studies of the dimensionality of perceived value. Key Words• concept• dimensionality• perceived value• research streams

comments of the Special Issue Editor, John B. Ford, and the anonymous reviewers. This article is part of a special issue on ―Cross-

request. The Pennsylvania State University is committed to the policy that all persons shall have equal access to programs, facilities, admission, and employment without regard to personal characteristics not related to ability, performance, or qualifications as determined by University policy or by state or federal authorities. The Pennsylvania State University does not discriminate against any person because of age, ancestry,

JCMR reviewers for their useful comments, on earlier versions of the manuscript. EXECUTIVE SUMMARY This paper discusses the existing consumer knowledge dealing with aspects of prestige, and based on this literature, develops a conceptual framework useful for the analysis of prestige-seeking consumer behavior (PSCB). The purpose of this paper is to combine the concepts of existing research on prestige consumers (rather limited) and studies which examined entirely different aspects of consumer behavior, but coincidentally produce valuable information. By examining all the sources of prestige consumption in a broad and integrated way, we shall provide a new perspective that draws from, rather than substitutes for, previous research. The objectives of this literature review can be summarized as follows: • Contribute to the emerging literature on prestige consumption in examining and defining the key perceived values which form the concept of prestige. • Interpret and expand existing consumer behavior models in order to develop a specific prestige-seeking consumer behavior framework. • Generate a framework to help marketers build and monitor the prestige of brands. • Stimulate further research on prestige-seeking consumer behavior.

request. The Pennsylvania State University is committed to the policy that all persons shall have equal access to programs, facilities, admission, and employment without regard to personal characteristics not related to ability, performance, or qualifications as determined by University policy or by state or federalauthorities. The Pennsylvania State University does not discriminate against any person because of age, ancestry, color, disability or handicap, national origin, race, religious creed, sex, sexual orientation, or veteran status. Direct all inquiries regarding the

Several studies have investigated the relevance of Decision Support Systems (DSS) on purchase behaviour. Even though these studies show several aspects of the utility of DSS, they are limited to online purchase situations, the use of one decision making strategy and one DSS technology. In this paper, we therefore develop a theoretical model that measures the impact of DSS strategies relative to a given purchase problem and an adequate use of DSS technology on consumers ’ perceived confidence in purchase decisions for both online and in-store purchase situations. Further, three mediating decision process variables are considered: perceived personalization of a DSS, perceived relevance of recommendations, and cognitive trust in DSS competence. As this paper represents a work in progress, the theoretical model has still to be tested empirically with regard to the proposed method. But as a result, we expect that the model not only allows evaluating different kinds of purchase-directed DSS but let researchers also draw conclusions on the appropriate use of technology and decision strategies of one individual DSS, which in turn has practical implications for the design

Up until now, brick-and-mortar stores provide consumers with static product information in the form of printed product labels. This kind of product information does neither adapt to consumer needs nor facilitates new business models (e.g. consumer experience or ad hoc product bundling by products itself). By contrast, dynamic product information provided by mobile recommendation agents (MRA) may leverage these limitations. In this article we formulate a Simplified Consumer Choice (SCC) model that is used as a reference model for investigating dynamic product information provided by MRA. We evaluate this model by implying technology acceptance (TAM) and innovation diffusion theory (IDT). In addition, we assess the SCC model according to decision making theory and analyze whether cognitive load can be reduced by the use of dynamic product information compared with static product information. An experiment (n=37) was conducted to evaluate our hypotheses in which subjects were asked to buy a bundle of two compatible consumer products. Results indicate that the perceived constructs relative advantage and ease of use predict the intention to use dynamic product information. Decision time to buy the product bundle was not significantly reduced if dynamic product information was available. However, cognitive load is suggested to be reduced by dynamic product information in more complex purchase situations. Discussed limitations indicate directions for further research.