Journal of Consumer Research 1988
Correlates of Price Acceptability
Abstract
The cognitive tradeoff between price and product quality is used as a basis for hypothesizing interrelationships between two individual difference variables and two price-related responses. Results of a correlational study support the hypothesis of an inverse relationship between price consciousness and product involvement and the hypotheses that price consciousness and product involvement have opposite implications for several price-related constructs. Results also indicate a positive relationship between price acceptability level and the width of the latitude of price acceptance.
- DOI
- 10.1086/209161
- Sources
- openalex