The Moderating Effect of Construal Level on Price Judgments

When considering a product set, consumer price perceptions and judgments are often explained by range-frequency theory, wherein price judgments of a target product contrast away from changes in the range or frequency of prices of non-target products. We demonstrate that construal level at the time of judgment moderates this effect.



Citation:

Marcus Cunha Jr., Julian Saint Clair, and Jeffrey Shulman (2011) ,"The Moderating Effect of Construal Level on Price Judgments", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 110-111.

Authors

Marcus Cunha Jr., University of Washington, USA
Julian Saint Clair, University of Washington, USA
Jeffrey Shulman, University of Washington, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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