Psychological Distance and the Dual Role of Price
Psychological Distance and the Dual Role of Price
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DOI：
10.1086/659874
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发表时间：
2011-10-01
影响因子：
7.2
通讯作者：
Homburg, Christian
中科院分区：
文献类型：
--
作者：
Bornemann, Torsten;Homburg, Christian
在评估产品时，消费者可能会将价格信息解释为质量指标或金钱牺牲指标。基于认知水平理论，我们提出心理距离会改变消费者对价格这两个对立角色的重视程度。四个实验表明：（1）从时间和社会距离的角度来看，价格感知质量的关系更显着;（2）从时间近的角度来看，价格感知牺牲的关系更显着;（3）这些影响源于消费者心理上的差异，价格信息的方式;（4）当人们最初用价格来判断一种产品的远期消费时，在以后对近期消费的评估中，它作为牺牲指标的关注程度较低。这些发现对发射前的沟通活动和偏好诱导方法，如联合分析有影响。
When evaluating a product, consumers may interpret price information as either an indicator of quality or an indicator of monetary sacrifice. On the basis of construal level theory, we propose that psychological distance alters the weight consumers attach to these opposing roles of price. Four experiments show (1) that from both a temporally and a socially distant perspective, the price-perceived quality relationship is more pronounced; (2) that from a temporally proximal perspective, the price-perceived sacrifice relationship is more pronounced; (3) that these effects stem from differences in the way consumers mentally construe price information; and (4) that when people initially use price to judge a product for distant future consumption, it receives less attention as an indicator of sacrifice in a later evaluation for near future consumption. These findings have implications for prelaunch communication activities and preference elicitation methods such as conjoint analysis.