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“I’d better pay more for an authentic French Bordeaux: The impact of label language on price perceptions”

  • Date: Friday, April 20, 2018
  • Time: 1:00 PM - 2:30 PM
  • Venue: Room N203
  • Location: UCD Smurfit School

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Marketing subject area would like to invite you to a research seminar titled: “I’d better pay more for an authentic French Bordeaux: The impact of label language on price perceptions” by Polymeros Chrysochou, Associate Professor of Marketing at Aarhus University. The seminar will take place this Friday (20th of April) at N203 between 13:00 and 14:30. Below please find the abstract of the research presentation as well as presenter’s short bio.

 

“I’d better pay more for an authentic French Bordeaux: The impact of label language on price perceptions”

Polymeros Chrysochou

Associate Professor, Aarhus University 

Abstract

 How does label language of foreign labelled products influence price perceptions? Across a series of studies, using wine as an exemplary case, we show that consumers consider a foreign labelled product with the native language on its label as more expensive. We further demonstrate that this effect depends on the price levels consumers are anchored, with consumers anchored at high price levels perceiving a product with a native language as more expensive. On the opposite, the effect is diminished when consumers are anchored at low price levels. Finally, we demonstrate that this effect is caused by perceptions of authenticity. Our results have implications for label design and marketing of foreign labelled products.

About Polymeros Chrysochou

 Polymeros Chrysochou is an Associate Professor in Marketing, Department of Management, Aarhus University, and Adjunct Senior Lecturer at the School of Marketing, University of South Australia. His research focuses on areas of branding and communications. He has published in several journals, among which are Journal of Business Research, Journal of Consumer Behaviour, Journal of Product and Brand Management, Journal of Marketing Communications, Journal of Retailing and Consumer Services, and Food Quality and Preference. He serves as an Associate Editor for the Journal of Consumer Behaviour.

 

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