Gopalakrishna Pillai, Kishore, Jha, Shweta, Sharma, Piyush, Chakraborty, Ratula and Dobson, Paul (2025) How come they know? The effects of social comparison on value consciousness and price mavenism. Journal of Consumer Behaviour. ISSN 1472-0817 (In Press)
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PDF (Price Mavenism - Pillai et al - JCB accepted version 20-1-2025)
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Abstract
Social interactions and the exchange of interpersonal information are important to consumers’ shopping experiences. Social interactions can trigger social comparisons that can influence consumer’s value and price perceptions. This research investigates the effects of social comparison orientation (SCO) on consumers’ value consciousness and price mavenism. It also examines the moderating role of general self-efficacy (GSE) and identification. We employed a mixed-method approach and investigated the conceptual framework using a survey (N = 229) and an experimental (N = 516) method. The findings revealed the positive effects of SCO on value consciousness (VC) and price mavenism (PM). GSE negatively moderates the impact of SCO on VC. Further, when identification with the social referent is high (vs. low) and assimilation (vs. contrast) effect is observed then upward (vs. downward) comparison leads to greater levels of VC and PM. The paper concludes with implications for marketing value-focused brands and retailers.
Item Type: | Article |
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Uncontrolled Keywords: | social comparison orientation,value consciousness,price mavenism,general self-efficacy,identification,business, management and accounting(all),sdg 12 - responsible consumption and production,3* ,/dk/atira/pure/subjectarea/asjc/1400 |
Faculty \ School: | Faculty of Social Sciences > Norwich Business School |
UEA Research Groups: | Faculty of Social Sciences > Research Groups > Marketing Faculty of Social Sciences > Research Centres > Centre for Competition Policy Faculty of Social Sciences > Research Groups > Responsible Business Regulation Group |
Depositing User: | LivePure Connector |
Date Deposited: | 24 Jan 2025 01:37 |
Last Modified: | 06 Feb 2025 12:32 |
URI: | https://ueaeprints.uea.ac.uk/id/eprint/98314 |
DOI: |
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