Get Excited to Pay More! the Role of Arousal in Reference Price Selection

Alexander DePaoli, Stanford University, USA
Jonathan Levav, Stanford University, USA
We propose that consumers in a state of high affective arousal will be more likely to rely on environmental rather than internal cues to price. Using a novel approach to evaluating consumers' selection of reference prices, we demonstrate that this is true vis-à-vis arousal inhibiting the use of memory-based information.
[ to cite ]:
Alexander DePaoli and Jonathan Levav (2014) ,"Get Excited to Pay More! the Role of Arousal in Reference Price Selection", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 782-782.