Understanding Value Perceptions in Consumer Relationships: a Look At the Role of Self-Esteem

Abstract Value creation is essential to building customer loyalty. There are numerous factors that potentially influence consumer perceptions of value in a relational setting. In this research, we investigate the relationship between price (a strategic factor), self-esteem (an individual difference factor) and types of consumer relationships (a situational factor) to provide empirical evidence of their joint influence on the value perceptions of relational customers. An experiment was conducted to examine the relationships among these diverse factors in a retailing context. The results indicate that self-esteem moderates the relationship between price and relationship type, significantly affecting value perceptions and customer loyalty.


Sylvia Long-Tolbert and Raj Suri (2007) ,"Understanding Value Perceptions in Consumer Relationships: a Look At the Role of Self-Esteem", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 399-403.


Sylvia Long-Tolbert, University of Toledo, Toledo, OH, USA
Raj Suri, Drexel University, Philadelphia, PA, USA


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


Time Flies…But Only When the Speed is “Just Right”: How Animation Speed Affects Perceived Waiting Time

Yu Ding, Columbia University, USA
Ellie Kyung, Dartmouth College, USA

Read More


L9. To Save Face or Follow My Heart: Salesperson’s Inquiries of In-Group Identity on Consumers’ Purchase

Lingru Wei, Tencent Holdings Limited
Jooyoung Park, Peking University

Read More


Attention to missing information: The effect of novel disclosure methods

Nikolos M Gurney, Carnegie Mellon University, USA
George Loewenstein, Carnegie Mellon University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.