Title

Who I Am and How I Think: The Impact of Self-Construal on the Roles of Internal and External Reference Prices in Price Evaluations

Publication Type

Journal Article

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

Sales and Merchandising

Research Areas

Organisational Behaviour and Human Resources

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