The Impact of Price on Preference Consistency Over Time

Ki Yeon Lee, University of Toronto, Canada
Min Zhao, University of Toronto, Canada
Prior research has demonstrated consumer’s inconsistent preference for near future and distant future. In the current work, we propose and show that introducing price information or simply increasing people’s price sensitivity leads to preference consistency over time due to the increased importance perception of product quality.
[ to cite ]:
Ki Yeon Lee and Min Zhao (2011) ,"The Impact of Price on Preference Consistency Over Time", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.