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

研究成果: Article査読

16 被引用数 (Scopus)

抄録

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.

本文言語English
ページ(範囲)776-797
ページ数22
ジャーナルJournal of Promotion Management
21
6
DOI
出版ステータスPublished - 2015 11 2

ASJC Scopus subject areas

  • マーケティング

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