Conscious and nonconscious comparisons with price anchors: Effects on willingness to pay for related and unrelated products
Publication in refereed journal

香港中文大學研究人員
替代計量分析
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其它資訊
摘要Exposing consumers to extreme prices can influence the price they are willing to pay for both related and unrelated products. Drawing on previous theories of anchoring and adjustment and selective accessibility of judgment-relevant knowledge, the authors provide an account of both asymmetries in the impact of price anchors across product categories and contingencies in the occurrence of these asymmetries. Four studies show the deliberate consideration of price anchors that can play a key role in whether the effect of the anchors will generalize across product categories. Specifically, an explicit comparison of a product to a price anchor increases the accessibility of features that represent a product available at this price. In turn, these thoughts influence the price that consumers are willing to pay for these products. In the absence of this deliberation, however, anchors influence both related and unrelated products, provided no other cognitive activity occurs in the interim. © 2011, American Marketing Association.
著者Adaval R., Wyer Jr. R.S.
期刊名稱Journal of Marketing Research
出版年份2011
月份4
日期1
卷號48
期次2
出版社American Marketing Association
出版地United States
頁次355 - 365
國際標準期刊號0022-2437
電子國際標準期刊號1547-7193
語言英式英語
關鍵詞Anchoring and adjustment, Automaticity, Context effects, Pricing, Selective accessibility

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