Samenstellen van je eigen kast; verblind door de chaos of verblijd door de vrijheid? De effecten van het samenstellen van producten door zelf componenten te kiezen op prijsattitudes en scepticisme van consumenten en de rol van Need for Precision.

Meer, Auke van der (2009) Samenstellen van je eigen kast; verblind door de chaos of verblijd door de vrijheid? De effecten van het samenstellen van producten door zelf componenten te kiezen op prijsattitudes en scepticisme van consumenten en de rol van Need for Precision.

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Abstract:The strategy which gives consumers the opportunity to compose their own products (e.g. choosing the size of a closet, and what extra components like drawers and doors should be added), is frequently implemented by big living stores. In this article are comparisons drawn between this strategy and the strategy of partitioned pricing by Morwitz. The focus has been on what information-processing strategies are used to process the price of such self-composable product. Furthermore, it has been examined what effect the pricestrategie has on different attitudes concerning the product and presentation. It has been shown that when products are advertised in the self-composable form (in comparison with an advertisement of a product with only a total price), this advertisement is being perceived as more informative, but also as more indistinct. The feeling of less skepticism and misleading is mediated by the evaluation of how informative the advertisement is. The expectancy that consumers would overestimate the price of the self-composable product is not confirmed, as well as the moderating role of Need for Precision
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
Link to this item:http://purl.utwente.nl/essays/59362
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