In Articles, Work in progress

This paper presents a novel conceptualization of the most common techniques firms use to communicate prices. First, we classify existing price communication techniques based on the type of action taken by firms. We then develop a framework to understand the influence of the different techniques in our classification on the ongoing relationship between firms and their customers—a perspective that extends the more transactional, one-shot view dominant in the literature. Specifically, we take a language philosophy approach and use conversation theory to formulate predictions regarding the impact of a given price communication technique on the quality of the relationship. Our conceptualization allows scholars, professionals, and policy makers to contrast and judge the different techniques on a common basis. Finally, we offer directions for future research and implications for marketing practice.