Price consciousness and purchase intentions for new food products: the moderating effect of product category knowledge when price is unknown
Journal article, Peer reviewed
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OriginalversjonHansen, H. (2013) Price Consciousness and Purchase Intentions for New Food Products: The Moderating Effect of Product Category Knowledge when Price Is Unknown. Journal of Food Products Marketing, 19(4), pp. 237-246 10.1080/10454446.2013.724363
This study examines the degree to which consumers’ price consciousness affects their purchase intentions for a newly introduced product when the price of the product is unknown. Based on data from 186 consumers exposed to a new product offering, the results show that price consciousness indeed has a negative effect on purchase intentions, but only for consumers with a high level of product category knowledge. Although perceived risk and perceived value are significantly related to purchase intentions in general, price consciousness seems to affect only those consumers who make inferences about price based on their knowledge of the product category. Both theoretical and managerial implications of the findings are offered.
This is an Accepted Manuscript of an article published by Taylor & Francis in JOURNAL of FOOD PRODUCTS MARKETING in July 2013, available online: http://wwww.tandfonline.com/ 10.1080/10454446.2013.724363.