Correlates of Price Acceptability

Abstract

The cognitive tradeoff between price and product quality is used as a basis for hypothesizing interrelationships between two individual difference variables and two price-related responses. Results of a correlational study support the hypothe- sis of an inverse relationship between price consciousness and product involve- ment and the hypotheses that price consciousness and product involvement have opposite implications for several price-related constructs. Results also indicate a positive relationship between price acceptability level and the width of the latitude of price acceptance.