Price as Hedonic Shopping

Consumers react differently to price. The purpose of this study was to determine if price acts as a multidimensional cue for Korean students and to determine how this cue is related to hedonic shopping value. Some consumers view high price as a cue to their economic status; others seek out bargains and like to share this information with friends. Two product classes, clothing and durable goods, were used in this study. Price mavenism, a negative price cue, was significantly related to hedonic shopping value for both categories of goods. Value consciousness was also positively related to hedonic shopping for both groups. In the case of clothing, prestige sensitivity was positively related to sale proneness but was negatively related to hedonism. For durables, value consciousness had a positive relationship with hedonism, whereas sale proneness and price consciousness were negatively associated with hedonism.