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

Bert Weijters, Elke Cabooter and Hans Baumgartner
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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

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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

Date: 2018-10
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Published in Journal of Consumer Psychology, 2018, 28 (4), pp.543-559. ⟨10.1002/jcpy.1041⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02986006

DOI: 10.1002/jcpy.1041

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