research overview
- Professor Lichtenstein's research interests primarily deal with all aspects of consumer processing and response to price and sales promotions, e.g., how consumers perceive comparative price advertisements, how and when consumers use price as an indicator of quality, factors affecting consumers' level and width of their latitude of price acceptability, what types of consumers are more likely to act on price-oriented sales promotions and psychological processes underlying those decisions, accuracy of consumer price knowledge, attributions consumers make for various price-oriented promotions, bases for consumer internal reference prices, the effect of the range of known prices in a product category on price evaluations, and measurement of individual difference variables in the domain of consumer response to price and sales promotions. He has also done research in the areas on the accuracy of online product ratings, consumer-company identification and resulting consumer behavior outcomes.
