The Contingent Effects of Semantic Price Cues |
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Authors: | Dhruv Grewal Anne L Roggeveen Joan Lindsey-Mullikin |
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Institution: | 1. Babson College, 213 Malloy Hall, Babson Park, MA 02457, United States;2. Babson College, 215 Malloy Hall, Babson Park, MA 02457, United States;3. California Polytechnic State University, One Grand Avenue, San Luis Obispo, CA 93407, United States |
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Abstract: | This research endeavors to understand the contingent effects of semantic price cues while taking into consideration several important contextual factors. These factors include where the customer encounters the semantic cue (in-store, at-home, online), whether the consumers’ shopping goal is hedonic or utilitarian in nature, the impact of shopping alone or with a companion, as well as the consumer's motivation to process the product information. Findings indicate that a within-store cue (compared to a between store cue) enhances evaluations when the shopping in a store with a utilitarian goal, when shopping alone, and when their motivation to process is low. A meta-analysis of the results demonstrates the robustness of the differential impacts of these semantic cues. |
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Keywords: | Semantic cues Pricing Retailing Perceived quality Performance risk perceptions |
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