Title page for ETD etd-04272003-211725


Type of Document Dissertation
Author Mandrik, Carter A.
URN etd-04272003-211725
Title An Information Processing Perspective on Between-Brand Price Premiums: Antecedents and Consequences of Motivation
Degree PhD
Department Marketing
Advisory Committee
Advisor Name Title
Fern, Edward F. Committee Chair
Axsom, Daniel K. Committee Member
Brinberg, David L. Committee Member
Coupey, Eloise Committee Member
Harvey, Robert J. Committee Member
Keywords
  • information processing model
  • brand equity
  • price premiums
  • experiment
  • brand and attribute processing
Date of Defense 1999-06-15
Availability unrestricted
Abstract
This dissertation examines between-brand price premiums from an information processing perspective. A literature review is conducted in which price premiums are shown to depend on consumer’s ability, motivation and opportunity to process information relevant to making between-brand judgments of value. A conceptual model is developed that incorporates these three constraints on brand information processing, but focuses on the antecedents of the motivation construct. An experiment is conducted that tests the effects on information processing of four antecedents to motivation: involvement, brand evaluation motive, economic concern, and need for cognition. Results show that involvement interacts with motive in its effect on information processing amount, but not on processing style. Need for cognition is positively related to both amount and style of processing, but the economic concern results were mixed. Finally, implications of the results are discussed and future research directions suggested.
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