The Impact of Price on Preference Consistency Over Time

Prior research has demonstrated consumer’s inconsistent preference for near future and distant future. In the current work, we propose and show that introducing price information or simply increasing people’s price sensitivity leads to preference consistency over time due to the increased importance perception of product quality.



Citation:

Ki Yeon Lee and Min Zhao (2011) ,"The Impact of Price on Preference Consistency Over Time", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Ki Yeon Lee, University of Toronto, Canada
Min Zhao, University of Toronto, Canada



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

Vicarious Pride: When Gift Customization Increases Recipients’ Appreciation of the Gift

Marta Pizzetti, Università della Svizzera Italiana
Michael Gibbert, Università della Svizzera Italiana

Read More

Featured

The Trusted Influencer: How They Do It and How Brands Can Benefit

Gillian Brooks, Oxford University, UK
Mikolaj Piskorski, IMD

Read More

Featured

Collaborative Work as Catalyst for Market Formation: The Case of the Ancestral Health Market

Burcak Ertimur, Fairleigh Dickinson University
Steven Chen, California State University, Fullerton

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.