The Price Is Right: Perceptions of Control Influence How Consumers Use Price in Judging Product Quality

We investigated whether and why personal control influences the extent to which people rely on price in their judgments of product quality. A set of four studies demonstrated that low control increases people’s reliance on price in quality judgments by increasing their susceptibility to normative social influence.



Citation:

Boyoun (Grace) Chae, JoAndrea Hoegg, and Keisha Cutright (2017) ,"The Price Is Right: Perceptions of Control Influence How Consumers Use Price in Judging Product Quality", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 561-562.

Authors

Boyoun (Grace) Chae, Temple University, USA
JoAndrea Hoegg, University of British Columbia, Canada
Keisha Cutright, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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