Consumer self-uncertainty increases price dependency

Myungjin Chung and Ritesh Saini

Journal of Business Research, 2022, vol. 140, issue C, 40-48

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.

Keywords: Price dependency; Self-concept clarity; Price-quality heuristic; Uncertainty avoidance (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:140:y:2022:i:c:p:40-48

DOI: 10.1016/j.jbusres.2021.11.054

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