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Estimated Reading Time: 5 mins

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the product price is high; it leads to high quality perceptions when the price is low. Study 2 shows that these effects are salient when consumers have a weak price–quality schema or a low need-for-cognition. KEYWORDS advertising appeal, consumer evaluations, need for cognition, price—quality inference INTRODUCTION

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Nov 14, 2012 · “Most people simultaneously believe that low prices mean good value, and that low prices mean low quality,” Steve Posavac, a professor of marketing at Vanderbilt University and one of the study’s authors, explained via e-mail. Yet the study’s experiments show that consumers can often be coaxed into focusing more on value or quality.

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Oct 22, 2014 · "We find the reverse also — if they learn that quality is consistently low at low prices, they may assume quality is consistently high at high prices, when that might not be the case," she said.

Estimated Reading Time: 4 mins

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Dec 01, 2003 · The giant retailer’s low prices often come with a high cost. Wal-Mart’s relentless pressure can crush the companies it does business with and force them to send jobs overseas.

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What is a High-Low Pricing Strategy? (Examples, Pros, Cons ...

What Is A High-Low Pricing Strategy?

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Noun. The quality or characteristic of being unexpensive or affordable. A low, or lower than expected, cost or price. Adjective. Giving good value or return in relation to …

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