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Consumer self-uncertainty increases price dependency

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  • Chung, Myungjin
  • Saini, Ritesh

Abstract

In this paper we demonstrate how consumers’ self-concept clarity influences their susceptibility to the price-quality heuristic. Low self-concept clarity enhances consumers’ propensity to use price as a cue for product quality. This relationship is mediated by uncertainty-avoidance. Across four studies, where we measure and manipulate self-concept clarity, we provide evidence for this relationship and also show that it is moderated when consumers are provided additional diagnostic cues that signal product quality.

Suggested Citation

  • Chung, Myungjin & Saini, Ritesh, 2022. "Consumer self-uncertainty increases price dependency," Journal of Business Research, Elsevier, vol. 140(C), pages 40-48.
    • Handle: RePEc:eee:jbrese:v:140:y:2022:i:c:p:40-48
    DOI: 10.1016/j.jbusres.2021.11.054
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