Effects of Participative Pricing on Consumers' Cognitions and Actions: A Goal Theoretic Perspective

Sucharita Chandran and Vicki G. Morwitz

Journal of Consumer Research, 2005, vol. 32, issue 2, 249-259

Abstract: Using a goal theoretic approach we examine how goal-related mind-sets influence consumers' reactions to participative pricing mechanisms (where consumers participate in price determination; e.g., auctions) relative to economically equivalent, fixed price offers. We show that the congruence between individuals' notions of high-perceived control over shopping situations and participative price environments produces an implementation-oriented mind-set that influences cognitions and intentions. In the absence of such congruence, we can independently create implemental mind-sets that replace the natural deliberative thinking of consumers contemplating a purchase. Demonstrating the subtle yet powerful role mind-sets play in dictating thought and action is a unique contribution of this research. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Date: 2005
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:32:y:2005:i:2:p:249-259

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