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

Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness

Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA

Read More

Featured

Brand Relationships in a "Post-Fact” World

Luciana Velloso, York University, Canada
Eileen Fischer, York University, Canada

Read More

Featured

Competition and Trust in Economic Exchange: Biology, the Environment, and Self-Consciousness Matter

Richard P. Bagozzi, University of Michigan, USA
Jason Stornelli, Oregon State University, USA
Willem Verbeke, Erasmus University Rotterdam, The Netherlands
Benjamin E. Bagozzi, University of Delaware, USA
Avik Chakrabarti, University of Wisconsin - Milwaukee, USA
Tiffany Vu, University of Michigan, 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.