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

Chien Huang Lin, Pei Hsun Wu, Shih Chieh Chuang, Danny T. Kao

Research output: Contribution to journalArticlepeer-review

7 Scopus citations

Abstract

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.

Original languageEnglish
Pages (from-to)179-187
Number of pages9
JournalAsian Journal of Social Psychology
Volume10
Issue number3
DOIs
StatePublished - Sep 2007

Keywords

  • Prevention focus
  • Price
  • Promotion focus
  • Quality
  • Sacrifice

Fingerprint

Dive into the research topics of 'Price as a quality or sacrifice cue: Role of goal orientation'. Together they form a unique fingerprint.

Cite this