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연구정보

연구정보

국내외 연구기관에서 발표된 중국 연구 자료를 수집하여 제공합니다.

연구보고서

The Influence of Different Meanings of Money Priming on Consumer’s Comparative Decision-Making

Hong Zhou, Xiaomin Wei 2020-04-06

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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).

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