The Impact of Self-Construal on the Roles of Internal and External Reference Prices in Price Evaluations
Publication Type
Conference Proceeding Article
Publication Date
2006
Abstract
Drawing from cross-cultural studies on cognition styles as well as reference price literature, this research investigates the impact of independent versus interdependent self construal on consumers’ use of internal versus external reference prices during price evaluations. Two experiments reveal that internal reference prices may have a larger impact for participants who are primed with an independent (vs. interdependent) self construal, whereas external reference prices may have a larger impact for participants who are primed with an interdependent (vs. independent) self construal. Implications on cross cultural research of cognitive styles as well as on pricing and promotion strategies are discussed.
Discipline
Marketing | Sales and Merchandising
Research Areas
Marketing
Publication
Asia-Pacific Advances in Consumer Research
Volume
7
First Page
156
Last Page
161
ISSN
3807-6560
Publisher
Association for Consumer Research
Citation
CHEN, Cathy Yi.
The Impact of Self-Construal on the Roles of Internal and External Reference Prices in Price Evaluations. (2006). Asia-Pacific Advances in Consumer Research. 7, 156-161.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/1284