Implicit Transfer of Price Information Between Product Categories

Anne Odile Peschel, Aarhus University, Denmark
Joachim Scholderer, Aarhus University, Denmark
Stephan Zielke, Aarhus University, Denmark
We investigate two simple cognitive mechanisms that can explain the transfer of price information between product categories. The mechanisms are contingent on whether an explicit cognitive representation of the reference price for a target category has been activated before incidental price information from another category is encountered.
[ to cite ]:
Anne Odile Peschel, Joachim Scholderer, and Stephan Zielke (2015) ,"Implicit Transfer of Price Information Between Product Categories", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 802-802.