Article2009

Who I am and how I think: The impact of self‐construal on the roles of internal and external reference prices in price evaluations

36 citations0/0 files storedJournal of Consumer Psychology

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Consumer Market Behavior and Pricing Decision-Making and Behavioral Economics Consumer Behavior in Brand Consumption and Identification

Abstract

Abstract Drawing from self‐construal studies on cognitive styles as well as reference price literature, this research investigates the impact of independent versus interdependent self‐construal on consumers' use of internal reference prices (IRPs) and external reference prices (ERPs) during price evaluations. Three experiments reveal that IRPs have a larger impact on price evaluations for participants who are primed with an independent (vs. interdependent) self‐construal, whereas ERPs have a larger impact for participants who are primed with an interdependent (vs. independent) self‐construal. The differential impact of self‐construal on the use of IRPs and ERPs seems to be mediated by a generalized, perceived sense of connectedness/separateness. Implications on reference price research, self‐construal and cognitive styles are discussed.

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References

1991Culture and the Self: Implications for Cognition, Emotion, and Motivation 1966Generalized expectancies for internal versus external control of reinforcement.2001Culture and systems of thought: Holistic versus analytic cognition.1994The Measurement of Independent and Interdependent Self-Construals 1996Who is this "We"? Levels of collective identity and self representations.2005Self‐Construal, Reference Groups, and Brand Meaning 1995The correspondence bias.1980Pricing: Making Profitable Decisions

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