Price as a quality or sacrifice cue: Role of goal orientation

Prior research seems to have neglected the factors that influence consumers to use price information as an indicator of quality or sacrifice. Based on the concept of 'goal looms larger', Study 1 in the present research demonstrated that the extent to which consumers use price information as an indicator of quality or sacrifice is a function of consumer goal (promotion focus vs prevention focus). Study 2 demonstrated that extremeness aversion is a function of consumer goal. The extent of extremeness aversion is significantly greater for prevention-focused consumers than for promotion-focused consumers.