Impact of “High Quality, Low Price” Appeal on Consumer Evaluations

Research output: Contribution to journalArticle

10 Citations (Scopus)

Abstract

Marketers frequently adopt a “high quality, low price” appeal in advertisements. However, the price–quality inference theory implies that this contextual appeal may not be well-accepted by consumers because it contains two contradictory cues: high quality and low price. This article investigates how consumers evaluate this appeal through two laboratory experiments. Study 1 shows that the appeal leads to favorable price perceptions and purchase intentions when the product price is high; it leads to high quality perceptions when the price is low. Study 2 shows that these effects are salient when consumers have a weak price–quality schema or a low need-for-cognition.

Original languageEnglish
Pages (from-to)776-797
Number of pages22
JournalJournal of Promotion Management
Volume21
Issue number6
DOIs
Publication statusPublished - 2015 Nov 2

Fingerprint

Consumer evaluation
Marketers
Price perception
Laboratory experiments
Need for cognition
Purchase intention
Inference
Quality perception

Keywords

  • advertising appeal
  • consumer evaluations
  • need for cognition
  • price—quality inference

ASJC Scopus subject areas

  • Marketing

Cite this

Impact of “High Quality, Low Price” Appeal on Consumer Evaluations. / Shirai, Miyuri.

In: Journal of Promotion Management, Vol. 21, No. 6, 02.11.2015, p. 776-797.

Research output: Contribution to journalArticle

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