Emotional Effects of Purchase Price-Reference Price Divergence

Isabelle Engeler, University of St. Gallen, Switzerland
Christian Laesser, University of St. Gallen, Switzerland
This research investigates consumers' discrete emotional responses to discrepancies between the actual price paid versus their maximum willingness to pay or the price they expected to pay. We report evidence that divergence from these different reference prices trigger specific emotions, which in turn distinctively affect consumers' behavioral intentions.
[ to cite ]:
Isabelle Engeler and Christian Laesser (2012) ,"Emotional Effects of Purchase Price-Reference Price Divergence", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 293-297.