Price or quality? The influence of fluency on the dual role of price

研究成果: 雜誌貢獻期刊論文同行評審

16 引文 斯高帕斯(Scopus)

摘要

Despite extensive pricing research focusing on price information processing, the importance of the role of fluency on price-perceived quality and monetary sacrifice remains unclear. Studies 1 and 2 demonstrate that consumers with high retrieval and processing fluency are more likely to evaluate price according to its implications for perceived quality and less likely to focus on price-perceived monetary sacrifice. By contrast, consumers with low retrieval and processing fluency are more likely to evaluate price according to its implications for monetary sacrifice and less likely to focus on price-perceived quality. Besides, study 2 further demonstrates the influence of fluency on purchase intention. Finally, the mediating role of the incidental affect induced by fluency in the theoretical link between fluency and price perceptions is also demonstrated.

原文英語
頁(從 - 到)369-380
頁數12
期刊Marketing Letters
24
發行號4
DOIs
出版狀態已發佈 - 2013 十二月
對外發佈Yes

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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