Who I Am and How I Think: The Impact of Self-Construal on the Roles of Internal and External Reference Prices in Price Evaluations
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.
Reference Price, Self-Construal
Sales and Merchandising
Organisational Behaviour and Human Resources
Journal of Consumer Psychology
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. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/1794