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.



Citation:

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.

Authors

Sudipta Mukherjee, Virginia Tech, USA
Mario Pandelaere, Virginia Tech, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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