Influence of Price on Aspects of Consumers' Cognitive Process
Adaptation level theory was used to test whether advertised price and source credibility in an ad influence three components of consumers' cognitive process. Ss were exposed to print ads having 2 levels of price information for 2 competing products and 2 levels of source credibility. An adverti...
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| Veröffentlicht in: | Journal of applied psychology 1991-08, Vol.76 (4), p.541-549 |
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| container_end_page | 549 |
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| container_title | Journal of applied psychology |
| container_volume | 76 |
| creator | Gotlieb, Jerry B Dubinsky, Alan J |
| description | Adaptation level theory was used to test whether advertised price and source credibility in an ad influence three components of consumers' cognitive process. Ss were exposed to print ads having 2 levels of price information for 2 competing products and 2 levels of source credibility. An advertised price generally had a greater effect on consumer involvement, cognitive responses, and behavioral intentions when source credibility was relatively high and the competing-product price vis-a-vis the advertised price was higher than when the opposite conditions prevailed. It is concluded that price information about competing products, as well as about source credibility, should be included as part of a theoretical framework that seeks to explain the effect of an advertised price on consumers' cognitive process. Future research avenues are noted. |
| doi_str_mv | 10.1037/0021-9010.76.4.541 |
| format | Article |
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Ss were exposed to print ads having 2 levels of price information for 2 competing products and 2 levels of source credibility. An advertised price generally had a greater effect on consumer involvement, cognitive responses, and behavioral intentions when source credibility was relatively high and the competing-product price vis-a-vis the advertised price was higher than when the opposite conditions prevailed. It is concluded that price information about competing products, as well as about source credibility, should be included as part of a theoretical framework that seeks to explain the effect of an advertised price on consumers' cognitive process. Future research avenues are noted.</description><identifier>ISSN: 0021-9010</identifier><identifier>EISSN: 1939-1854</identifier><identifier>DOI: 10.1037/0021-9010.76.4.541</identifier><identifier>CODEN: JAPGBP</identifier><language>eng</language><publisher>Washington, DC: American Psychological Association</publisher><subject>Advertisements ; Advertising ; Applied psychology ; Behavioral Intention ; Biological and medical sciences ; Cognition ; Cognition & reasoning ; Cognitive ; Cognitive Processes ; Consumer Behavior ; Consumer Research ; Consumers ; Credibility ; Fundamental and applied biological sciences. Psychology ; Human ; Impacts ; Miscellaneous ; Prices ; Producer prices ; Psychological aspects ; Psychology. Psychoanalysis. Psychiatry ; Psychology. 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Ss were exposed to print ads having 2 levels of price information for 2 competing products and 2 levels of source credibility. An advertised price generally had a greater effect on consumer involvement, cognitive responses, and behavioral intentions when source credibility was relatively high and the competing-product price vis-a-vis the advertised price was higher than when the opposite conditions prevailed. It is concluded that price information about competing products, as well as about source credibility, should be included as part of a theoretical framework that seeks to explain the effect of an advertised price on consumers' cognitive process. Future research avenues are noted.</abstract><cop>Washington, DC</cop><pub>American Psychological Association</pub><doi>10.1037/0021-9010.76.4.541</doi><tpages>9</tpages></addata></record> |
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| identifier | ISSN: 0021-9010 |
| ispartof | Journal of applied psychology, 1991-08, Vol.76 (4), p.541-549 |
| issn | 0021-9010 1939-1854 |
| language | eng |
| recordid | cdi_proquest_miscellaneous_839246077 |
| source | Business Source Complete; EBSCOhost APA PsycARTICLES; Periodicals Index Online; Applied Social Sciences Index & Abstracts (ASSIA) |
| subjects | Advertisements Advertising Applied psychology Behavioral Intention Biological and medical sciences Cognition Cognition & reasoning Cognitive Cognitive Processes Consumer Behavior Consumer Research Consumers Credibility Fundamental and applied biological sciences. Psychology Human Impacts Miscellaneous Prices Producer prices Psychological aspects Psychology. Psychoanalysis. Psychiatry Psychology. Psychophysiology Social research Statistical analysis Studies |
| title | Influence of Price on Aspects of Consumers' Cognitive Process |
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