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May 29

An Integrated Process Model of Stereotype Threat Effects on Product Price and Value Judgments

Location:

Gerri C. LeBow Hall
939
3220 Market Street
Philadelphia, PA 19104

Pricing literature has offered conflicting evidences in the way working memory efficiency (i.e., state working memory capacity) impacts consumers’ price and value perceptions. This research aims to clarify the ambiguity by examining the effect of a situational factor (i.e., stereotype threat) that could influence working memory efficiency on price and value perceptions. This research finds that if stereotype threat (i.e., a situational predicament caused by the notion that one is at risk of confirming negative stereotypes about one’s group) temporarily depletes working memory efficiency, it would also affect product price and value perceptions. This research further finds that certain store environment could minimize the impact of stereotype threat on working memory efficiency, and subsequently on price and value perceptions. This research contributes to pricing literature by identifying situational and environmental factors that could influence price perceptions, and provides practical implications for retailers.

Many thanks to Mr. Song’s Final Defense committee: Committee Co-Chair: Rajneesh Suri, Ph.D. Professor of Marketing Committee Co-Chair: Yanliu Huang, Ph.D. Assistant Professor of Marketing Committee Member: Trina Larsen Andras, Ph.D. Professor and Head of Marketing Committee Member: Rolph E. Anderson, Ph.D. Royal H. Gibson, Sr. Professor of Marketing Committee Member: Paul Jensen, Ph.D. Associate Professor of Economics and Associate Dean Committee Member: John Kounios, Ph.D. Professor of Psychology

PhD Candidate