You Get What You Pay For But I Don’T: Effect of Construal Level on the Price-Quality Relationship

Dengfeng Yan, Hong Kong University of Science and Technology, China
Jaideep Sengupta, HKUST, China
Drawing on construal level theory, this research proposes that consumers’ reliance on price (vs. product attributes) for making quality inferences will be enhanced when the judgment is psychologically distant (vs. close). A series of five experiments provides support for this thesis.
[ to cite ]:
Dengfeng Yan and Jaideep Sengupta (2011) ,"You Get What You Pay For But I Don’T: Effect of Construal Level on the Price-Quality Relationship", 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.