Conscious and Nonconscious Comparisons with Price Anchors: Effects on Willingness to Pay for Related and Unrelated Products
Conscious and Nonconscious Comparisons with Price Anchors: Effects on Willingness to Pay for Related and Unrelated Products
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DOI：
10.1509/jmkr.48.2.355
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发表时间：
2011-04-01
影响因子：
6.1
通讯作者：
Wyer, Robert S., Jr.
中科院分区：
文献类型：
--
作者：
Adaval, Rashmi;Wyer, Robert S., Jr.
将消费者暴露在极端价格下会影响他们愿意为相关和不相关产品支付的价格。借鉴以往的锚定和调整和选择性的可访问性的判断相关的知识的理论，作者提供了一个帐户的价格锚跨产品类别的影响和偶然性，在这些不对称的发生。四项研究表明，对价格锚的慎重考虑可以在锚的效果是否会在产品类别中推广方面发挥关键作用。具体地说，将产品与价格锚进行明确比较，可以增加代表该价格下可用产品的功能的可访问性。反过来，这些想法会影响消费者愿意为这些产品支付的价格。然而，在没有这种考虑的情况下，锚点影响相关和不相关的产品，前提是在此期间没有其他认知活动发生。
Exposing consumers to extreme prices can influence the price they are willing to pay for both related and unrelated products. Drawing on previous theories of anchoring and adjustment and selective accessibility of judgment-relevant knowledge, the authors provide an account of both asymmetries in the impact of price anchors across product categories and contingencies in the occurrence of these asymmetries. Four studies show the deliberate consideration of price anchors that can play a key role in whether the effect of the anchors will generalize across product categories. Specifically, an explicit comparison of a product to a price anchor increases the accessibility of features that represent a product available at this price. In turn, these thoughts influence the price that consumers are willing to pay for these products. In the absence of this deliberation, however, anchors influence both related and unrelated products, provided no other cognitive activity occurs in the interim.