| Abstract [eng] |
This doctoral dissertation combines two scientific paradigms: cognitivism and behaviorism, providing evidence that price level, in cases of both price increase and price decrease, can cause consumer's rational and affective (emotional) judgments, which influence transaction value perception and product purchase intention. It must be emphasized that the direction of the research is based on the theoretical assumption that price level, with no additional information on a product, brand, and product quality features, can make a dual (lat. dualis) impact on consumer decisions. Cognitive consumer behavior is related to price perception factors: price fairness and product quality perception, while emotional behavior is related to consumers' emotional response to stimulus, namely, price increase and price decrease. The theoretical field is expanded to complement prior research findings on the measurement of price affect evaluating consumer’s emotional response and linking it to the arousal of three emotional responses: excitement, pleasure, and domination. The aim of the dissertation is to determine the influence of price change level and direction on the intention to purchase a product, evaluating product quality perception, price fairness perception, price affect, and transaction value perception. |
