Consumer self-uncertainty increases price dependency

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 stud...

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Bibliographic Details
Published in:Journal of business research 2022-02, Vol.140, p.40-48
Main Authors: Chung, Myungjin, Saini, Ritesh
Format: Article
Language:English
Subjects:
Price dependency
Price-quality heuristic
Self-concept clarity
Uncertainty avoidance
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Summary: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.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2021.11.054