Get Excited to Pay More! the Role of Arousal in Reference Price Selection

We propose that consumers in a state of high affective arousal will be more likely to rely on environmental rather than internal cues to price. Using a novel approach to evaluating consumers' selection of reference prices, we demonstrate that this is true vis-à-vis arousal inhibiting the use of memory-based information.


Alexander DePaoli and Jonathan Levav (2014) ,"Get Excited to Pay More! the Role of Arousal in Reference Price Selection", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 782-782.


Alexander DePaoli, Stanford University, USA
Jonathan Levav, Stanford University, USA


NA - Advances in Consumer Research Volume 42 | 2014

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