Effects of Construal Level on the Price-Quality Relationship

Table 1

Datos Bibliográficos

ID2222334
AutoresDengfeng Yan (0000-0002-2301-8460, Hong Kong University of Science and Technology), Jaideep Sengupta (0000-0001-6118-5895, Hong Kong University of Science and Technology)
Año2011
Volumen38
Número2
Páginas376-389
Fecha de publicación2011-08-01
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaJournal of Consumer Research (JOURNAL)
Identificadores de la revistaISSN: 0093-5301 • E-ISSN: 1537-5277
EditorialOxford University Press (OUP) (PUBLISHER)
DOI10.1086/659755
OpenAlexW2058552574
IdiomaEN
Citas recibidas26
Referencias citadas45

Drawing on construal level theory, this research proposes that consumers’ reliance on price (vs. feature-specific product attributes) for making quality inferences will be enhanced when the judgment is psychologically distant (vs. close). For example, the impact of price (attributes) on quality inferences should increase (decrease) when these inferences are made with regard to another person rather than oneself. A series of experiments provides support for this thesis. In addition, we (a) document a theoretically derived reversal of the core pattern, (b) reconcile the current findings with seemingly opposed results in the construal literature, and (c) rule out several alternative explanations for the obtained effects. The insights obtained in this work enrich our understanding of three different areas of research: the price-quality link, construal level theory, and the self-other distinction

Cognitive psychology · Construal level theory · Core (optical fiber) · Epistemology · Product (mathematics) · Quality (philosophy) · Behavioral Health and Interventions · Computer Science · Consumer Behavior in Brand Consumption and Identification · Cultural Differences and Values · Mathematics · Psychology · Social Psychology