Non-Normative Influence of Self-Decided Prices on Product-Related Inferences
Consumers often encounter situations wherein they decide on the price of a product by themselves. Five studies show that, due to a mindless over-application of a price-quality heuristic, people infer product value from the price they happen to decide on, even if that price is affected by irrelevant contextual factors.
Sudipta Mukherjee and Mario Pandelaere (2018) ,"Non-Normative Influence of Self-Decided Prices on Product-Related Inferences", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 708-710.
Sudipta Mukherjee, Virginia Tech, USA
Mario Pandelaere, Virginia Tech, USA
NA - Advances in Consumer Research Volume 46 | 2018
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