The Moderating Effect of Construal Level on Price Judgments

Marcus Cunha Jr., University of Washington, USA
Julian Saint Clair, University of Washington, USA
Jeffrey Shulman, University of Washington, USA
When considering a product set, consumer price perceptions and judgments are often explained by range-frequency theory, wherein price judgments of a target product contrast away from changes in the range or frequency of prices of non-target products. We demonstrate that construal level at the time of judgment moderates this effect.
[ to cite ]:
Marcus Cunha Jr., Julian Saint Clair, and Jeffrey Shulman (2011) ,"The Moderating Effect of Construal Level on Price Judgments", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 110-111.