The Anchoring Effects of Temperature Cues on Price Valuations
This research involves two studies examining the effect of visual cues on consumer valuations of a service product. Findings show visual cues have an anchoring effect on perceived value, with the effect being attenuated by a moderator (impulsivity). The presence of a causal mechanism (positive affect) was also determined.
Michael Barbera, Gavin Northey, Felix Septianto, Vicki Andonopoulos, and Catherine Frethey-Bentham (2018) ,"The Anchoring Effects of Temperature Cues on Price Valuations", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 469-470.
Michael Barbera, Barbera Solutions
Gavin Northey, University of Auckland, New Zealand
Felix Septianto, University of Auckland, New Zealand
Vicki Andonopoulos, University of New South Wales
Catherine Frethey-Bentham, University of Auckland, New Zealand
NA - Advances in Consumer Research Volume 46 | 2018
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