Impact of 'High Quality, Low Price' Appeal on Consumer Evaluations
Impact of 'High Quality, Low Price' Appeal on Consumer Evaluations
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“高品质、低价”诉求对消费者评价的影响
DOI：
10.1080/10496491.2015.1088922
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发表时间：
2015
影响因子：
--
通讯作者：
Miyuri
中科院分区：
文献类型：
--
作者：
Shirai;Miyuri
营销人员在广告中经常采用“高质量，低价格”的诉求。然而，价格-质量推理理论暗示，这种语境诉求可能不会被消费者很好地接受，因为它包含两个矛盾的线索：高质量和低价格。本文通过两个实验研究了消费者对这一诉求的评价。研究1表明，当产品价格高时，吸引力会导致有利的价格感知和购买意愿;当价格低时，吸引力会导致高质量感知。研究2表明，当消费者的价格-质量图式较弱或认知需求较低时，这些影响是显著的。
Marketers frequently adopt a “high quality, low price” appeal in advertisements. However, the price–quality inference theory implies that this contextual appeal may not be well-accepted by consumers because it contains two contradictory cues: high quality and low price. This article investigates how consumers evaluate this appeal through two laboratory experiments. Study 1 shows that the appeal leads to favorable price perceptions and purchase intentions when the product price is high; it leads to high quality perceptions when the price is low. Study 2 shows that these effects are salient when consumers have a weak price–quality schema or a low need-for-cognition.