Effects of Construal Level on the Price-Quality Relationship
Drawing on construal level theory, this research proposes that consumers’ reliance on price (vs. feature-specific product attributes) for making quality inferences will be enhanced when the judgment is psychologically distant (vs. close). For example, the impact of price (attributes) on quality inferences should increase (decrease) when these inferences are made with regard to another person rather than oneself. A series of experiments provides support for this thesis. In addition, we (a) document a theoretically derived reversal of the core pattern, (b) reconcile the current findings with seemingly opposed results in the construal literature, and (c) rule out several alternative explanations for the obtained effects. The insights obtained in this work enrich our understanding of three different areas of research: the price-quality link, construal level theory, and the self-other distinction.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
When requesting a correction, please mention this item's handle: RePEc:ucp:jconrs:doi:10.1086/659755. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division)
If references are entirely missing, you can add them using this form.