Impact of “High Quality, Low Price” Appeal on Consumer Evaluations

Research output: Contribution to journalArticlepeer-review

27 Citations (Scopus)


Marketers frequently adopt a “high quality, low price” appeal in advertisements. However, the price–quality inference theory implies that this contextual appeal may not be well-accepted by consumers because it contains two contradictory cues: high quality and low price. This article investigates how consumers evaluate this appeal through two laboratory experiments. Study 1 shows that the appeal leads to favorable price perceptions and purchase intentions when the product price is high; it leads to high quality perceptions when the price is low. Study 2 shows that these effects are salient when consumers have a weak price–quality schema or a low need-for-cognition.

Original languageEnglish
Pages (from-to)776-797
Number of pages22
JournalJournal of Promotion Management
Issue number6
Publication statusPublished - 2015 Nov 2


  • advertising appeal
  • consumer evaluations
  • need for cognition
  • price—quality inference

ASJC Scopus subject areas

  • Marketing


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