A Rational Model to Predict Consumers’ Irrational Behavior
This paper offers a model that predicts the effect of price on quality perceptions based on the likelihood that consumers process the product information accurately. The model was tested using a large real-world sample. Findings suggested that the developed model estimated the price-quality relationships in the real-world data accurately.
Citation:
Vahid Rahmani (2018) ,"A Rational Model to Predict Consumers’ Irrational Behavior", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 761-762.
Authors
Vahid Rahmani, Rowan University
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Non-normative influence of self-decided prices on product-related inferences
Sudipta Mukherjee, Virginia Tech, USA
Mario Pandelaere, Virginia Tech, USA
Featured
How the Unconstructed Identity Relieves Consumers of Identity-Relevant Consumption
Tracy Rank-Christman, University of Wisconsin - Milwaukee, USA
Lauren Poupis, Iona College
Featured
When Lack of Belongingness Means Bad News for the Planet: The Consequences of Low Belonging on Ethical Product Purchases
Ainslie Schultz, Providence College
Kevin Newman, Providence College
Scott Wright, Providence College