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



Share Proceeding

Featured papers

See More

Featured

The Effect of Fertility on Women’s Word-of-Mouth Behavior

Sevincgul Ulu, Rutgers University, USA
Kristina Durante, Rutgers University, USA
Jonah Berger, University of Pennsylvania, USA
Aekyoung Kim, Rutgers University, USA

Read More

Featured

Consumers’ Attitudes Towards Their Rights and Responsibilities in the Sharing Economy: An Ideological Perspective

Marylouise Caldwell, University of Sydney, Australia
Steve Elliot, University of Sydney, Australia
Paul Henry, University of Sydney, Australia
Marcus O'Connor, University of Sydney, Australia

Read More

Featured

Conjuring Creativity: The Impact of Fear

Ilgım Dara Benoit, Appalachian State University
Elizabeth Miller, University of Massachusetts, USA

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.