How Cue Congruity Affects Consumer Perceptions

Anne Roggeveen, Babson College, USA
Dhruv Grewal, Babson College, USA
Drawing from the cue diagnosticity and level of congruence paradigms, this research examines how a low-scope cue such as a price-matching guarantee (PMG) differentially impacts perceptions and intentions as a function of the level of congruence with and valence of the high-scope cue such as the retailer’s reputation. A PMG is congruent with a retailer whose reputation is based on price, and can be moderately incongruent with a retailer whose reputation is not based on price (e.g., service reputation).
[ to cite ]:
Anne Roggeveen and Dhruv Grewal (2007) ,"How Cue Congruity Affects Consumer Perceptions", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 549-550.