Exploring How Perceived Store Price-Level and Customer Characteristics Influence Price- Related Emotions

This paper demonstrates how the perceived price-level of a retail store and individual differences between customers impact on several price-related emotions as parts of a retailer’s price image. The findings support the hypothesis that the perceived store price-level influences price-related emotions such as enjoyment, distress, anger, fear, interest, contempt, shame and guilt. Price conscious-ness and price-quality inferences moderate these relations and they also have direct effects on some of the emotions. The findings extend the limited knowledge regarding price-related emotions and illustrate the importance of customer characteristics in understand-ing emotional reactions to prices