A Fluency Account of How Price Operates As a Cue to Psychological Distance

Thomas Allard, University of British Columbia, Canada
Dale Griffin, University of British Columbia, Canada
We suggest that higher prices are associated with greater psychological distance because more expensive purchases typically require working or saving over longer time periods. We demonstrate that a fit between relatively high/low prices and higher versus lower construal-level advertising slogans improves advertisement and product evaluations due to greater cognitive fluency.
[ to cite ]:
Thomas Allard and Dale Griffin (2013) ,"A Fluency Account of How Price Operates As a Cue to Psychological Distance", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.