The impact of consumers price level perception on emotions towards supermarkets

Although cognition and emotion have been regarded as opposing concepts, recent studies have shown that they are closely connected to each other. Consumers’ purchasing decisions depend on the emotions evoked by their price perceptions rather than the actual price of the products or services. Thus, the purpose of this study is to find out the effects of price perception level on emotions towards supermarkets. Based on the literature review, Cognitive Appraisal Theory was adapted including price level perceptions- perceived expensiveness and perceived cheapness- and emotions- negative and positive- towards supermarkets. Data were collected through a questionnaire in Mersin’s (Turkey) central counties, and were analyzed using exploratory and confirmatory factor analyses and structural equation model. The sample included 513 participants whose ages were 20-69. Results showed both perceived cheapness and expensiveness affect positive emotions towards supermarkets while only perceived expensiveness influences negative emotions towards supermarkets. The study has significant implications theoretically and practically. From a managerial perspective, the importance of the price level perception and its effects on emotions in the retailing field has been highlighted. A theoretical construct in determining and understanding consumers’ emotional responses towards supermarkets depending on their price perceptions has been illustrated