Assimilation of advertised reference prices: the moderating role of involvement

This study examines the hypothesis that the level of involvement influences the assimilation of advertised reference prices (ARPs) into consumers' existing internal reference prices (IRPs). In addition, it investigates the nature of the relationship between the change in IRP and the perceived discrepancy between the ARP and IRP. Results from two different product categories are consistent with assimilation-contrast theory and reveal a nonlinear relationship between the change in IRP and the perceived ARP-IRP discrepancy. In addition, the results are consistent with involvement theory and with prior research on how involvement influences the extent to which consumers elaborate on and are persuaded by advertised information. Specifically, highly involved consumers assimilate a smaller portion of the ARP into their existing IRPs. Implications for research and practice are highlighted. (C) 2003 by New York University. Published by Elsevier Science. All rights reserved.