The Effects of Time Constraints on Consumers' Judgments of Prices and Products
The Effects of Time Constraints on Consumers' Judgments of Prices and Products
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DOI：
10.1086/374696
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发表时间：
2003-06
影响因子：
7.2
通讯作者：
R. Suri;K. B. Monroe
中科院分区：
文献类型：
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作者：
R. Suri;K. B. Monroe
本文考察了时间限制如何影响消费者对不同价格信息水平的产品评价。为了理解时间限制(时间压力)的影响，提出了一个概念框架，该框架包含了时间限制对消费者信息加工的动机效应和资源效应。以价格作为评价的属性信息，提出了时间约束对价格与消费者质量感知和金钱牺牲之间关系影响的具体假设。重复实验的结果表明，不同的时间限制、价格水平和受试者处理信息的动机不同，对质量和金钱牺牲的知觉呈现出不同的反应模式。其他分析提供了对这两种感知如何整合形成价值感知的洞察。
This article examines how time constraints influence consumers' product evaluations over different levels of price information. To understand the effects of time constraints (time pressure), a conceptual framework incorporating both the motivational and the resource effects of time constraints on consumers' information processing is developed. Using price as the attribute information to be evaluated, specific hypotheses about the effects of time constraints on the relationship between price and consumers' perceptions of quality and monetary sacrifice are proposed. The results of a replicated experiment show that perceptions of quality and monetary sacrifice exhibit different response patterns depending on the time constraints, price levels, and subjects' motivations to process information. Additional analyses provide insights into how these two perceptions are integrated to form perceptions of value.