Cognitive Motivation and Its Impact on Price Cognition

We demonstrate that greater degree of effortful thinking enhances the attractiveness of nine ending prices. Also, we find that greater thoughtfulness leads to overwhelming responses to free offers. We reasoned the greater thoughtfulness enhances anticipated regret from missing out an attractive reward which leads to biases in price cognition.


Mehdi Hossain and Ritesh Saini (2013) ,"Cognitive Motivation and Its Impact on Price Cognition", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Mehdi Hossain, University of Texas at Arlington, USA
Ritesh Saini, University of Texas at Arlington, USA


NA - Advances in Consumer Research Volume 41 | 2013

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