Please cite as: Kukar-Kinney, Monika and Dhruv Grewal (2007), “Comparison of Consumer Reactions to Price-Matching Guarantees in the Internet versus Bricks-and-Mortar Retail Environments,” Journal of the Academy of Marketing Science, 35(2), 197-207. Comparison of Consumer Reactions to Price-Matching Guarantees in Internet and Bricks-and-Mortar Retail Environments Monika Kukar-Kinney Assistant Professor of Marketing Robins School of Business University of Richmond Richmond, VA 23173 Phone: (804) 287-1880 Fax: (804) 289-8878 E-Mail: mkukarki@richmond.edu Dhruv Grewal Toyota Chair of e-Commerce and Electronic Business and Professor of Marketing Division of Marketing Babson College Babson Park, MA Phone: (781) 239-3902 Fax: (781) 239-5139 E-Mail: dgrewal@babson.edu Keywords: Price matching, Retailing, Price perceptions, Search April 3, 2006 *The authors thank Harold Babb and Tom Myers for their help with data collection and the JAMS reviewers and the editor for their insightful comments and suggestions.