The effect of black-and-white versus color imagery on the dual role of price

The effect of black-and-white versus color imagery on the dual role of price

鄭皓云(HAO-YUN ZHENG)

指導教授 ： 莊世杰

國立中正大學/管理學院/企業管理系行銷管理研究所/碩士(2015年)

並列摘要

Price has been viewed as not only an indicator of quality but also an indicator of monetary sacrifice in the previous literature. Based on the construal level theory, Experiment 1 demonstrates that when evaluating a product on the black-and- white imagery context, consumers will tend to use price as an indicator of quality than on the color imagery. And it also shows no matter the imagery color is BW or color, consumers will tend to use price as an indicator of monetary sacrifice. Experiment 2 shows when consumers face black-and-white imagery and red imagery, the price-perceived quality relationship is more pronounced than blue imagery. And no matter the imagery color is BW or red or blue, consumers will tend to use price as an indicator of monetary sacrifice. Experiment 3 shows when brand name as a cue, there is no significantly difference between the high and low price level in two imagery color conditions.

並列關鍵字

perceived quality ； perceived monetary sacrifice ； black & white photography ； construal level

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