Journal article
How Does Stereotype Threat Affect Price-Quality Relationship
Proceedings of the Northeast Business & Economics Association, pp.293-295
01 Jan 2018
Abstract
How does stereotype threat affect consumers' product price-quality judgments? Through three studies, we predicted and found that being aware of a negative stereotype about one's social group (e.g., gender) made consumers more likely to infer price as a quality indicator, thus consider high-priced products as high in quality and value. Such effect was due to increased heuristic processing triggered by stereotype threat induced temporary reduction of working memory resources. Theoretical contributions and managerial implications are also discussed.
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Details
- Title
- How Does Stereotype Threat Affect Price-Quality Relationship
- Creators
- Lei SongRajneesh SuriYanliu Huang
- Publication Details
- Proceedings of the Northeast Business & Economics Association, pp.293-295
- Conference
- Northeast Business & Economics Association
- Publisher
- Northeast Business & Economics Association
- Number of pages
- 1
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business; Marketing
- Identifiers
- 991021848613804721