Journal article
Guess Who Buys Cheap? The Effect of Consumers' Goal Orientation on Product Preference
Journal of consumer psychology, Vol.30(3), pp.506-514
07/01/2020
DOI: 10.1002/jcpy.1148
Abstract
The current research examines how goal orientation affects consumer preference among products with different prices. We argue that a less expensive product may have not only lower perceived quality but also greater perceived quality variability. This greater perceived variability provides the opportunity for optimistic, promotion-oriented consumers to overestimate the quality of the less expensive product. This effect is weaker, however, for a more expensive product that consumers perceive to have less quality variability and which thus provides less room for quality overestimation. As a result, we hypothesize that promotion-oriented consumers, as compared to prevention-oriented consumers, will demonstrate a stronger preference for a less expensive product. In a field study and two laboratory experiments, we obtain empirical support both for the hypothesized effect of consumers' goal orientation on their product preference and for its underlying process. We conclude with a discussion of the theoretical and practical implications of our results.
Details
- Title: Subtitle
- Guess Who Buys Cheap? The Effect of Consumers' Goal Orientation on Product Preference
- Creators
- Woo Jin Choi - University of SeoulHaoying Sun - University of KentuckyYan (Lucy) Liu - Texas A&M Univ, College Stn, TX 77843 USAHaipeng (Allan) Chen - University of Kentucky
- Resource Type
- Journal article
- Publication Details
- Journal of consumer psychology, Vol.30(3), pp.506-514
- Publisher
- Wiley
- DOI
- 10.1002/jcpy.1148
- ISSN
- 1057-7408
- eISSN
- 1532-7663
- Number of pages
- 9
- Language
- English
- Date published
- 07/01/2020
- Academic Unit
- Marketing
- Record Identifier
- 9984618520202771
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