APS
31st APS Annual Convention · 2019
Control Influences Individuals' Use Price When Judging Quality
- Boyoun (Grace) Chae
The Hong Kong Polytechnic University - Keisha Cutright
Duke University - JoAndrea Hoegg
University of British Columbia
Abstract
We documented that weakened feelings of personal control lead to a stronger reliance on price in product quality judgments. We further provide support for the notion that such price reliance is driven by increased susceptibility to normative influence that is grounded in a need for social acceptance.
Motivation
