The effects of need for cognition and trait anxiety on price acceptability

Rajneesh Suri · Kent B. Monroe

50 citations0/0 files storedPsychology and Marketing

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Decision-Making and Behavioral Economics

Abstract

This research explored the effects of two personality variables, the need for cognition and trait anxiety, on consumers' price acceptability. The study used 124 subjects to determine support for the predicted relationships between the two personality variables and price acceptability. The results showed that the low need for cognition individuals had significantly lower price acceptability than the high need for cognition individuals. On the other hand, price acceptability showed a U-shaped relationship with trait anxiety. Price acceptability for both high- and low-anxiety individuals was higher than that for individuals with moderate levels of anxiety. © 2001 John Wiley & Sons, Inc.

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References

2025Advances in Consumer Research 1986The Elaboration Likelihood Model of Persuasion 1990Personality Structure: Emergence of the Five-Factor Model 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1982The need for cognition.1980Unrealistic optimism about future life events.1987Dimensions of Consumer Expertise 1984Essentials of Behavioral Research: Methods and Data Analysis

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