Cross Category Referencing Effects on Consumer Judgment and Decision-Making

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dc.contributor.advisorKrishnamurthy, Parthasarathy
dc.contributor.committeeMemberAcitelli, Linda K.
dc.contributor.committeeMemberBlair, Edward A.
dc.contributor.committeeMemberPatrick-Ralhan, Vanessa M.
dc.creatorFord, Weixing Ma
dc.date.accessioned2018-03-02T21:06:36Z
dc.date.available2018-03-02T21:06:36Z
dc.date.createdDecember 2014
dc.date.issued2014-12
dc.date.submittedDecember 2014
dc.date.updated2018-03-02T21:06:36Z
dc.description.abstractThis research explores whether the salience of value for money information of a different and unrelated product category influences the decision-making in the focal category. I examine whether value for money contrast and numerical price information of the cross category referent may influence decision-making in the focal category. Specifically, I explore whether a referent from an inferior value for money category makes the focal product category appear more desirable, and increase willingness to pay in the focal category. In four studies, I find broad support for the proposition that under certain conditions, cross-category referents may influence decision-making in a focal category. Specifically I find that (a) inferior value for money referents influence willingness-to-pay, but not choice of premium over standard product; and (b) this effect is attenuated when the referent is inconsistent with its value for money contrast at the category versus option level, and when the focal task is perceived as being more difficult.
dc.description.departmentMarketing and Entrepreneurship, Department of
dc.format.digitalOriginborn digital
dc.format.mimetypeapplication/pdf
dc.identifier.urihttp://hdl.handle.net/10657/2746
dc.language.isoeng
dc.rightsThe author of this work is the copyright owner. UH Libraries and the Texas Digital Library have their permission to store and provide access to this work. Further transmission, reproduction, or presentation of this work is prohibited except with permission of the author(s).
dc.subjectCross Category Referencing
dc.subjectCategory referencing
dc.subjectConsumer judgment
dc.subjectConsumer behavior
dc.subjectDecision-making
dc.titleCross Category Referencing Effects on Consumer Judgment and Decision-Making
dc.type.dcmiText
dc.type.genreThesis
thesis.degree.collegeC. T. Bauer College of Business
thesis.degree.departmentMarketing and Entrepreneurship, Department of
thesis.degree.disciplineBusiness Administration
thesis.degree.grantorUniversity of Houston
thesis.degree.levelDoctoral
thesis.degree.nameDoctor of Philosophy

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