کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
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882492 | 911942 | 2009 | 11 صفحه PDF | دانلود رایگان |

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.
Journal: Journal of Consumer Psychology - Volume 19, Issue 3, July 2009, Pages 416–426