How Cue Congruity Affects Consumer Perceptions
Drawing from the cue diagnosticity and level of congruence paradigms, this research examines how a low-scope cue such as a price-matching guarantee (PMG) differentially impacts perceptions and intentions as a function of the level of congruence with and valence of the high-scope cue such as the retailer’s reputation. A PMG is congruent with a retailer whose reputation is based on price, and can be moderately incongruent with a retailer whose reputation is not based on price (e.g., service reputation).
Anne Roggeveen and Dhruv Grewal (2007) ,"How Cue Congruity Affects Consumer Perceptions", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 549-550.
Anne Roggeveen, Babson College, USA
Dhruv Grewal, Babson College, USA
NA - Advances in Consumer Research Volume 34 | 2007
The Pleasure of Being Right (Even When the World Is Bad)
Carey K. Morewedge, Boston University, USA
Janna Russmann, University of Cologne
Danica Mijovic-Prelec, Massachusetts Institute of Technology, USA
Drazen Prelec, Massachusetts Institute of Technology, USA
Effects of Brand Knowledge, Motivations, and Trust on Consumption Experience among Millennial Consumers
Ananya Rajagopal, Tecnológico de Monterrey, MEXICO
Love is Blind: How Sensory Liking Impacts Perceptions of Unbranded Products
Jennifer L Stoner, University of North Dakota
Maria A Rodas, University of Minnesota, USA