| Summary: | This dissertation addresses the dual role of price on purchase likelihood. Developed over three essays, the main objective of this research is to gain a better understanding of how price affects purchase likelihood. Findings of extant research contain variability in both conceptualizations and demonstrated effects. This dissertation conceptualizes the effect that price has on purchase likelihood within a perceived value framework, which can be partitioned into categories of costs and benefits. This perspective allows for the decomposition of the multifaceted effects of price on purchase likelihood. Essay one provides a literature review, presents a conceptual model, and identifies four research questions pertaining to the phenomenon of interest. Essay two empirically tests the conceptual model for mediation and essay three tests for moderated mediation.
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