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ISSN : 1229-8778
The study investigated processing goal and price presentation on perceived price and consumer purchase intention. Processing goal will moderate price judgement process of price presentation order. Specifically, price judgement process assimilation effect is observed, when processing goal is generalization, however when processing goal is discrimination, price perceptions are influenced by contrast effect. This progress goal will be influence price presentation order. In study1 the effect of goal progress and presentation price order was examined. In order to test this hypothesis, randomly distributed in the 2(progress goal: generalization vs. discrimination) X 2(price order: ascendign vs. descending) between-subjects experiment. The result of study 1 shows significant interaction between progress goal and price order. They find that reference point influence of presentation price order is more effective when goal progress is distribution, however, the influence of reference price is decrease when goal progress is generation. In study2. focal price perception by progress goal is contrast and assimilation effect. The design was processing goal(discrimination vs. generalization) by price context(control, mean shift, endpoint shift), with seven price rated. The result of study2. they find that assimilation effect when the processing goal was generalization and contrast effect when the processing goal was discrimination.
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