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How to sale? : referentieprijzen en de rol van Need for Cognition en Involvement

Markus, S. (2008) How to sale? : referentieprijzen en de rol van Need for Cognition en Involvement.

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Abstract:Pricing effects influence information and consume behavior in quite different ways. This study is conducted to compare pricing strategies with and without a reference price. The experiment uses a 2 (need for cognition: low vs. high) × 2 (situational involvement: low vs. high) × 2 (advertisement: with vs. without reference price) between subject design. The study had to give more insight in the processes of two pricing strategies and the kind, of affect on information processing of consumers. It was expected that the two pricing strategies in interaction with involvement and need for cognition (NFC) will have different influences on the perception and the judgment of the product and its advertisement. Furthermore, there was expected that both, consumer behavior and memory of the subjects, will vary between the conditions. The experiment also had to give insight in the manner of consumer decision. The consumer could take his/her decision based on a rational or emotional manner. The results show that the reference price has an overall positive effect on the price perception, the acceptance of the price, and the perceived quality of the product. The results of the study give evidence that the reference price leads to more emotional consumer decisions. This applies especially for subjects who are high in need for cognition. In this case the reference price has a negative effect on absolute memory and on memory of the brand name.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Psychology BSc (56604)
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