Abstract
With the development of information dissemination, consumers have access to compare different information before making purchase decisions. The present research explores how money priming affects consumers’ comparative decision-making process. While prior research showed that consumers rely more on alignable than nonalignable attributes when evaluating alternative products, this research builds on the structural alignment model and money priming theory verifies that when the concept of abundant (vs. lack) money is primed, consumers will rely more on the nonalignable (vs. alignable) attributes in the comparative decision-making process (Study 1) and the mediating role of cognitive flexibility (Study 2).
Highlights
With the advent of the Internet era, it becomes more convenient for consumers to search information, which helps them have access to compare the advantages and disadvantages of alternative products choices, and make decisions after weighing and comparing them.In order to attract consumers in the market competition, many enterprises adopt different strategies to ensure that their products stay ahead (Kotler, Keller, Brady, Goodman, & Hansen, 2009)
While prior research showed that consumers rely more on alignable than nonalignable attributes when evaluating alternative products, this research builds on the structural alignment model and money priming theory verifies that when the concept of abundant money is primed, consumers will rely more on the nonalignable attributes in the comparative decision-making process (Study 1) and the mediating role of cognitive flexibility (Study 2)
We further explore the influence of different meanings of money priming on the reliance of alignable and nonalignable attributes
Summary
With the advent of the Internet era, it becomes more convenient for consumers to search information, which helps them have access to compare the advantages and disadvantages of alternative products choices, and make decisions after weighing and comparing them. In order to attract consumers in the market competition, many enterprises adopt different strategies to ensure that their products stay ahead (Kotler, Keller, Brady, Goodman, & Hansen, 2009). The past researches of structural alignment model suggested that consumers rely more on alignable than nonalignable attributes when they make choice (Markman & Medin, 1995; Gentner & Markman, 1997). As a symbol of resources, money can have different effects when priming different amounts of money concepts. According to previous research findings, money priming with different meanings can bring changes in individual cognition, and the changes in cognitive state will affect consumers’ reliance on different attributes in comparative decisionmaking. We further explore the influence of different meanings of money priming on the reliance of alignable and nonalignable attributes
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