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Price or quality? The influence of fluency on the dual role of price

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  • Chia-Jung Chang

Abstract

Despite extensive pricing research focusing on price information processing, the importance of the role of fluency on price-perceived quality and monetary sacrifice remains unclear. Studies 1 and 2 demonstrate that consumers with high retrieval and processing fluency are more likely to evaluate price according to its implications for perceived quality and less likely to focus on price-perceived monetary sacrifice. By contrast, consumers with low retrieval and processing fluency are more likely to evaluate price according to its implications for monetary sacrifice and less likely to focus on price-perceived quality. Besides, study 2 further demonstrates the influence of fluency on purchase intention. Finally, the mediating role of the incidental affect induced by fluency in the theoretical link between fluency and price perceptions is also demonstrated. Copyright Springer Science+Business Media New York 2013

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  • Chia-Jung Chang, 2013. "Price or quality? The influence of fluency on the dual role of price," Marketing Letters, Springer, vol. 24(4), pages 369-380, December.
    • Handle: RePEc:kap:mktlet:v:24:y:2013:i:4:p:369-380
    DOI: 10.1007/s11002-013-9223-8
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    References listed on IDEAS

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    1. Aparna A. Labroo & Vanessa M. Patrick, 2009. "Psychological Distancing: Why Happiness Helps You See the Big Picture," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(5), pages 800-809, October.
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    4. Claire I. Tsai & Ann L. McGill, 2011. "No Pain, No Gain? How Fluency and Construal Level Affect Consumer Confidence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(5), pages 807-821.
    5. Suri, Rajneesh & Monroe, Kent B, 2003. "The Effects of Time Constraints on Consumers' Judgments of Prices and Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(1), pages 92-104, June.
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    2. Hung, Hui-Hsi & Cheng, Yin-Hui & Chuang, Shih-Chieh & Yu, Annie Pei-I & Lin, Yu-Ting, 2021. "Consistent price endings increase consumers perceptions of cheapness," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    3. Michael Barone & Keith Lyle & Karen Winterich, 2015. "When deal depth doesn't matter: How handedness consistency influences consumer response to horizontal versus vertical price comparisons," Marketing Letters, Springer, vol. 26(2), pages 213-223, June.
    4. Yao, Yao (Alex) & Yang, Sha & Sudhir, K., 2024. "Separating substitution and psychological effects of price with a two-step conjoint approach: Application to luxury goods," International Journal of Research in Marketing, Elsevier, vol. 41(2), pages 344-361.
    5. Luo, Yong (Eddie) & Wong, Veronica & Chou, Ting-Jui, 2016. "The role of product newness in activating consumer regulatory goals," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 600-611.

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