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When Cheap Isn't the Same as Not Expensive: Generic Price Terms and Their Negations

Author

Listed:
  • Bert Weijters
  • Elke Cabooter

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Hans Baumgartner

Abstract

Generic price terms such as cheap, not expensive, not cheap, and expensive are used frequently in marketing, but little is known about how consumers interpret them. In typical consumer contexts, in which lower prices are preferred, we find that not cheap means essentially the same as expensive (i.e., not cheap = expensive). In contrast, not expensive does not mean the same as cheap, in that cheap is associated with lower prices (i.e., cheap

Suggested Citation

  • Bert Weijters & Elke Cabooter & Hans Baumgartner, 2018. "When Cheap Isn't the Same as Not Expensive: Generic Price Terms and Their Negations," Post-Print hal-02986006, HAL.
    • Handle: RePEc:hal:journl:hal-02986006
    DOI: 10.1002/jcpy.1041
    as

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