Consumer’S Local-Global Identity and Price-Quality Associations
Three studies show that consumers’ degree of local identity, but not global identity, increases their price-quality associations. Perceived quality difference among the comparison objects is the key process underlying these effects. Therefore, product type (services vs. goods) influences the strengths of the relationship between local-global identity and price-quality associations.
Zhiyong Yang, Sijie Sun, Ashok K Lalwani, and Narayan Janakiraman (2018) ,"Consumer’S Local-Global Identity and Price-Quality Associations", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 869-869.
Zhiyong Yang, University of North Carolina at Greensboro
Sijie Sun, University of Texas at Arlington
Ashok K Lalwani, Indiana University, USA
Narayan Janakiraman, University of Texas at Arlington
NA - Advances in Consumer Research Volume 46 | 2018
B6. A Study About the Moderator Effect of the Information Trust in the Relationships Between the Users´ Participation in Virtual Communities and the Benefits Obtained.
Sara Campo, Autonomous University of Madrid
Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
Nieves Villaseñor, Universidad Autónoma of Madrid
Mªjesus Yague, Universidad Autónoma of Madrid
H3. Does the Style Looks More Expensive? The Effect of Visual Complexity on Luxury Perception of Art Infused Products
Cheng Gao, Nanjing University
Chunqu Xiao, Nanjing University
Kaiyuan Xi, Nanjing University
Hong Zhu, Nanjing University
Testing Theories of Goal Progress within Online Learning
Tong Lu, University of Pennsylvania, USA
Eric Bradlow, University of Pennsylvania, USA
Wesley Hutchinson, University of Pennsylvania, USA