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Dissertation
The effects of price context and prior product knowledge on consumers' product evaluations
Doctor of Philosophy (Ph.D.), Drexel University
Jun 2011
DOI:
https://doi.org/10.17918/etd-3516
Abstract
This research examines how consumers rely on price and prior product knowledge in product quality evaluations. To understand the interaction effects of pricecontext and prior product knowledge on quality evaluations, a conceptual framework based on cue utilization theory and information processing theory was developed. It is proposed that low knowledgeable consumers are more likely to use price as a quality indicator in a low-priced context and in a limited-attributes context; moderate knowledgeable consumers tend to rely on their knowledge to make product evaluations; high knowledgeable consumers are more likely to use their product knowledge in a highpriced context and in an extensive-attributes context. A set of hypotheses was developed regarding the interaction effect of price context and prior knowledge on consumers' perceived monetary sacrifice, quality evaluations, and value judgments. Two experimental studies were conducted using student subjects to test the proposed hypotheses. Prior product knowledge was measured in both studies. Price context was manipulated at low vs. high level in study 1 and at limited vs. extensive attributes in study 2. The three dependent measures used in this study were perceived monetary sacrifice, perceived quality, and perceived value. Results of the experiments showed significant interaction effects between price context and prior knowledge on quality evaluations. A significant quadratic relationship between the use of price and the level of prior product knowledge was observed in a lowpriced context and in an extensive-attributes context, providing support for the proposed hypotheses in the conceptual model.
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Details
- Title
- The effects of price context and prior product knowledge on consumers' product evaluations
- Creators
- Shan Feng - DU
- Contributors
- Rajneesh Suri (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Doctor of Philosophy (Ph.D.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Resource Type
- Dissertation
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business; Marketing; Drexel University
- Other Identifier
- 3516; 991014632844904721