Skip to main content

To be Richer, to be More Miserly? How Purchase Purpose and Affluence Moderate Price Perception

Buy Article:

$39.00 plus tax (Refund Policy)

This study was aimed at examining how purchase purpose and affluence influence price perception. A total of 84 participants were involved in a 2x2 experiment, the results of which showed that in the case of a primed very affluent condition, participants priced items which they bought for themselves higher than when they bought the same items for their friends. However, in the primed average wealth condition, the price of the goods which participants marked for themselves was similar to prices of items bought for their friends. These findings give an important insight into the relationship between affluence and purchase purpose and the influence of these on price perception.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics


Document Type: Research Article

Publication date: 2009-08-01

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more