Publication Type
Journal Article
Version
publishedVersion
Publication Date
7-2009
Abstract
Drawing from self-construal studies on cognitive styles as well as reference price literature, this research investigates the impact of independent versus interdependent self-construal on consumers' use of internal reference prices (IRPs) and external reference prices (ERPs) during price evaluations. Three experiments reveal that IRPs have a larger impact on price evaluations for participants who are primed with an independent (vs. interdependent) self-construal, whereas ERPs have a larger impact for participants who are primed with an interdependent (vs. independent) self-construal. The differential impact of self-construal on the use of IRPs and ERPs seems to be mediated by a generalized, perceived sense of connectedness/separateness. Implications on reference price research, self-construal and cognitive styles are discussed.
Keywords
Reference Price, Self-Construal
Discipline
Marketing | Sales and Merchandising
Research Areas
Marketing
Publication
Journal of Consumer Psychology
Volume
19
Issue
3
First Page
416
Last Page
426
ISSN
1057-7408
Identifier
10.1016/j.jcps.2009.05.012
Publisher
Elsevier
Citation
CHEN, Yi, Cathy.
Who I Am and How I Think: The Impact of Self-Construal on the Roles of Internal and External Reference Prices in Price Evaluations. (2009). Journal of Consumer Psychology. 19, (3), 416-426.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/1794
Copyright Owner and License
Publisher
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1016/j.jcps.2009.05.012