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Antwan Gallion

BADM 325 Reaction Paper You Get What You Pay For? Self-Construal Influences PriceQuality Judgments
10/11/16
The marketing implications stated in this article were interesting. This is the first time I
am looking consumer behavior from this perspective. According to the results of the seven
studies given, studies 2 and 3 showed interdependent consumers are more likely to think
holistically about a products prices to judge quality. Markets should take this into consideration
when theyre marketing towards consumers with a product that involves many aspects to explain
the complete product. For example, when marketing films, directors lie to create a trailer and
campaign to push the movie using different aspects such as actors, merchandise, social media,
etc. to bring together the complete concept.
The consumer implications in the article demonstrate that consumers base the quality of
the product in relation to their symbolic connections. As a consumer, this gives you the
opportunity to recognize a companys values and overall brand as it relates to your beliefs. This
helps consumers build a relationship with certain products and brands as their connection is
continuously taken into consideration.
Relevant future research ideas that should be considered is the influence on consumers
when they are aware of the price and quality relation of the product. The appreciation for gifts by
consumers can be influenced by the price and quality of the gift even though they arent the
buyer.
Questions
Does interdependent self-construal happen when the product is free?
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In relation to receiving a gift or receiving something from a smiling sender leading to


consumers to have a different outlook of a product price and quality wise. However, I feel
that the results are different when something is free such as T-shirts on the quad, cups,
etc. I feel that consumers will automatically depreciate because they feel like you pay for
the quality get.

What are the results in a non-student population?

After reviewing all research presented, the research was only conducted with
undergraduate students at the University of Texas at San Antonio. In my opinion, college
students have a unreliable perspective of price and quality relation with products. Being
that most students based their college quality on the price they pay for tuition, they can
have the same outlook on products which arent the same.

What are the results when experimented with unfamiliar products?


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In the studies, it stated that brands such as Apple were used as well as country of origins
such as Japan were used. As a consumer in the United States, popularity plays a role in
prices rather than quality of products. We view the most popular brands such as Apple,
Sony, Microsoft, etc. as expensive brands based on their popularity, disregarding whether
the quality has a positive relation with the price of a poduct.

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