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ACOMS+ 및 학술지 리포지터리 설명회

  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
 

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Does Price Promotion Hurt Products' Perceived Quality? The Role of Attribute Alignability

융합경영연구 / The Journal of Economics, Marketing and Management, (E)2288-7709
2020, v.8 no.3, pp.9-21
https://doi.org/https://doi.org/10.20482/jemm.2020.8.3.9
CHAE, Myoung-Jin (Department of Marketing and International Business, Lingnan University)
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Abstract

Purpose: Previous literature shows that a price promotion serves as a negative cue of product quality especially when consumers have no additional information about the product's other attributes. In this research, we explore how the effect of price promotions on consumers' perceptions of product quality changes depending on their ability to compare promoted product attributes with competitive products' attributes. Research design, data and methodology: Specifically, we use a series of scenario-based lab experiments using different types of products and explore if attribute alignability among competing products in a consumer's choice set influences consumers' ability to compare the product attributes and perceived quality. Results: Our study findings show that high attribute alignability among products makes consumers easier to compare the product attributes and thereby focus more on non-price information than price information. We also show that attribute alignability serves as a moderator and decreases perceived quality when the promotion level is higher. Therefore, the attribute alignability weakens the negative impact of a price promotion on consumers' perceived product quality. Conclusions: Our study findings provide new insights on how to implement price promotion strategies while keeping products' perceived quality, by considering the product's relationships with competing products in a choice set.

keywords
Price Promotion, Perceived Quality, Attribute Alignability, Consumer Choice

융합경영연구