The Impact of Self-Construal on the Roles of Internal and External Reference Prices in Price Evaluations

Drawing from cross-cultural studies on cognition styles as well as reference price literature, this research investigates the impact of independent versus interdependent self construal on consumers’ use of internal versus external reference prices during price evaluations. Two experiments reveal that internal reference prices may have a larger impact for participants who are primed with an independent (vs. interdependent) self construal, whereas external reference prices may have a larger impact for participants who are primed with an interdependent (vs. independent) self construal. Implications on cross cultural research of cognitive styles as well as on pricing and promotion strategies are discussed.



Citation:

Cathy Y. Chen (2006) ,"The Impact of Self-Construal on the Roles of Internal and External Reference Prices in Price Evaluations", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 159-161.

Authors

Cathy Y. Chen, Assistant Professor, Singapore Management University, Singapore



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



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