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Price as a quality or sacrifice cue: Role of goal orientation |
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| Authors: | Chien-Huang Lin Pei-Hsun Wu Shih-Chieh Chuang Danny T Kao |
| Institution: | Department of Business Administration, National Central University,;Department of Business Administration, Ching Yun University, Chung-Li City, Tao-Yuan County,;Department of Business Administration, National Chung Cheng University, Min-Hsiung Township, Chia-Yi County and;Graduate School of Corporate Innovation and Entrepreneurial Management, Shih Chien University, Taipei, Taiwan |
| 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. |
| Keywords: | prevention focus price promotion focus quality sacrifice |