5-S: the Joint Effect of Affect and Information-Processing Style on Price Judgment

The present research shows that affective states influence consumers’ price judgment depending on the currently accessible mode of processing. Findings from two experiments suggest that positive affect increases price-as-quality judgments only when global processing is salient whereas negative affect facilities price-quality perception when local processing is dominant.



Citation:

Kaeun Kim and Elizabeth Miller (2017) ,"5-S: the Joint Effect of Affect and Information-Processing Style on Price Judgment", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1039-1039.

Authors

Kaeun Kim, University of Massachusetts, USA
Elizabeth Miller, University of Massachusetts, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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