8-C: Higher Price Higher Quality? How Feeling Financially Constrained Affects Consumers’ Price-Quality Judgment

The paper examines how consumers make price-quality judgment when they feel financially constrained. The results showed that there is an interactive effect of financial constraint and value consciousness on consumer’s price-quality judgment. When feeling financially constrained, consumers with high value consciousness (vs. low consciousness) tend to make higher price-quality judgment.



Citation:

Yafeng Fan and Jing Jiang (2017) ,"8-C: Higher Price Higher Quality? How Feeling Financially Constrained Affects Consumers’ Price-Quality Judgment", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1026-1026.

Authors

Yafeng Fan, Renmin University of China, China
Jing Jiang, Renmin University of China, China



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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