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
E5. Volunteer Motivations for Direct versus Indirect Service
Abigail Schneider, Regis University
Eric Hamerman, Iona College
Globalizing from the Periphery: The Role of Consumer Paratextual Translation
Angela Gracia B. Cruz, Monash University, Australia
Yuri Seo, University of Auckland, New Zealand
Itir Binay, Monash University, Australia
H7. Too Risky to Be Luxurious: Stigmatized Luxury Product Attributes Can Weaken or Increase Social Risk to Determine Conspicuous Consumption
Jerry Lewis Grimes, Grenoble Ecole de Management
Yan Meng, Grenoble Ecole de Management