Related Experiment Video
Updated: May 13, 2025

The Joint Effect of Social Comparison and Social Distance on Evaluation of Intertemporal Choice Outcomes in Event-related Potential Studies
Published on: August 25, 2023
The impact of emotion valence and scarcity on the price-quality effect
Na Zhao1, Yixin Sun2, Minyang Shi2
1School of Sociology and Psychology, Central University of Finance and Economics, Beijing, China. zhaoeve@126.com.
Abstract:
The impact of emotions on price-quality perceptions has been widely debated but remains insufficiently understood. We conducted four studies exploring how emotional valence and scarcity perception influence the price-quality effect. Study 1 revealed that positive emotion enhances the price-quality effect, while negative emotion has no significant influence on the relationship. Study 2 and Study 3 further demonstrated that individuals in a positive emotion rely more heavily on price when evaluating quality compared to those in a negative emotion. Study 4 found that the sense of scarcity moderated the relationship between emotional valence and the price-quality effect. These findings contribute to a deeper understanding of price-quality judgments and shed light on how the sense of scarcity influences the relationship between emotion and the price-quality effect in contemporary contexts.
Related Concept Videos
Factors Affecting Perception
An illustrative example of a perceptual set is the scenario where an airline pilot told...
Cognitive Theories: Schachter-Singer Theory of Emotion
Physiological Arousal and Cognitive Labeling
According to this theory, when an individual experiences...
Framing Effects
Facial Feedback Hypothesis
Reason and Intuition
The Availability Heuristic

