Emotional Effects of Purchase Price-Reference Price Divergence
Type
conference paper
Date Issued
2012-10-05
Author(s)
Abstract
This research investigates consumers' discrete emotional responses to discrepancies between the actual price paid versus their maximum willingness to pay or the price they expected to pay. We report evidence that divergence from these different reference prices trigger specific emotions, which in turn distinctively affect consumers' behavioral intentions
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Book title
NA - Advances in Consumer Research
Publisher
Association for Consumer Research
Volume
Vol. 40
Start page
293
End page
297
Pages
2
Event Title
Association for Consumer Research (ACR) North America Conference 2012
Event Location
Vancouver, Canada
Event Date
04.-07.10.2012
Subject(s)
Eprints ID
218602