The Price Is Right – Activation of Mating Goals As Driver of Price-Based Quality Inferences

Fabian Christandl, Fresenius University of Applied Sciences
Mario Pandelaere, Virginia Tech, USA
Sebastian Berger, University of Bern
Three studies demonstrate that activation of mating goals may strengthen the belief that price signals quality. They further show that this effect is mediated by feelings of prominence and status that higher prices signal to people, and, in line with evolutionary psychology, that the effect is limited to male participants.
[ to cite ]:
Fabian Christandl, Mario Pandelaere, and Sebastian Berger (2016) ,"The Price Is Right – Activation of Mating Goals As Driver of Price-Based Quality Inferences", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 725-725.