The Effect of Reference Point Diagnosticity on Attractiveness and Intentions Ratings

Abstract

Researchers have long been interested in understanding cognitive processing differences across consumer judgments and choices. Although it represents a focal outcome in much research, less attention has focused on the “choice-like” response of behavioral intentions. This research compares processing differences in the formulation of judgments of attractiveness and intentions. On the basis of the premise that different goals underlie these responses, the authors hypothesize that alternative reference points result from differential reference point diagnosticity. The authors test this prediction in the domain of price attractiveness and purchase intentions ratings. Study 1 provides evidence that endpoints of the range of alternative prices are more predictive of ratings of price attractiveness than of purchase intentions, while price rank and distribution mean are more predictive of purchase intentions ratings than of price attractiveness ratings. Study 2 replicates this effect using a different methodology. Finally, Study 3 provides a test of the external validity of these findings in a multicue setting.