The moderating impact of need for cognition on the effect of reference prices - A contingency model

• Main Authors: Li,Ching-how, 李景浩
• Other Authors: Chang,Ching-ching
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/26584391606256846941

碩士 === 國立政治大學 === 廣告研究所 === 93 === One main concern regarding the use of reference prices in advertisements relates to the possibility of perceived deception due to consumers' reaction towards exaggerated or implausible price claims. This paper examines the moderating roles of an individual level variable-need for cognition (NFC), in influencing consumers’ evaluation of the reference prices in a two-stage experiment. The results support the hypothesized effects of need for cognition and demonstrate that, in the first stage, consumers with a high need for cognition assimilate a smaller portion of the external reference points (ERPs) into their existing internal reference point (IRPs). In addition, for consumers with a low need for cognition, the increasing level of reference price results in positive effects on value perception, brand attitudes and purchase intention. In the second stage, I introduced inferences of manipulative intent (IMI) as a dependant variable. The results suggest that for consumers with a high need for cognition, the greater the discrepancy between their estimated price and real price, the higher level of perceived manipulative intent of advertisers. This leads to negative attitudes toward the advertiser and results in negative effects on brand attitudes and purchase intention. Implications for research and practitioners are discussed.