TITLE:
The Influence of Different Meanings of Money Priming on Consumer’s Comparative Decision-Making
AUTHORS:
Hong Zhou, Xiaomin Wei
KEYWORDS:
Money Priming, Comparative Decision Making, Structural Alignment Model, Cognitive Flexibility
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.8 No.3,
March
16,
2020
ABSTRACT: 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).