An investigation of the effects of time pressure on consumers' perception of price, quality, and value
Suri, Rajneesh
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Permalink
https://hdl.handle.net/2142/21082
Description
Title
An investigation of the effects of time pressure on consumers' perception of price, quality, and value
Author(s)
Suri, Rajneesh
Issue Date
1996
Doctoral Committee Chair(s)
Monroe, Kent B.
Department of Study
Business Administration
Discipline
Business Administration
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Business Administration, Marketing
Psychology, Behavioral
Language
eng
Abstract
This dissertation examines how time pressure influences the perceptions of quality, sacrifice and value associated with the given price information of a product. To understand the effects of time pressure on information processing, a conceptual framework based on the process theories on attitude formation and change was developed. Unlike the existing conceptualization based on these theories, this framework incorporates both the motivational and the resource effects of time pressure on information processing. It is proposed that the extent of systematic processing or the task relevant elaboration will show an inverted U-shaped relationship with time pressure. Using price as the attribute information to be evaluated under time pressure, specific hypotheses about the effects of time pressure on the association between price and the perceptions of quality, sacrifice and value were proposed.
"A laboratory experiment was conducted using student subjects to test the proposed hypotheses. A 3 (time pressure) x 2 (price level) x 2 (motivation) between subjects design replicated across two products was employed. The experimental factor ""time pressure"" manipulated time availability to the participants at low, moderate, and high, while the ""price level"" used the extremities of the price acceptability level for the two products and was either high (upper limit of price acceptability) or low (lower limit of price acceptability). The third experimental factor ""motivation"" provided an opportunity to create evaluative scenarios in which subjects were either highly motivated or not highly motivated to process the given information. The three dependent measures used in this study were perceived quality, perceived sacrifice and perceived value."
Results of the experiments showed a significant interaction between time pressure, price level and motivation. Examination of the two way interactions due to time pressure and price levels and the trends between time pressure and the three dependent measures suggested support for the hypothesized effects of time pressure. Additional support for the conceptualization was determined by analyzing the cognitive responses. Again the effects sizes of the trend between time pressure and the task relevant elaboration supported the hypothesized inverted U-shaped relationship between the two constructs.
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