The Influence Of Money Priming And Product Category On Consumers' Purchase Intentions

This research discussed the influence of money priming and product category on consumers'purchase intentions. In Experiment 1, a 2 x 2 mixed experimental design was used to study the effect of money priming and product category on consumers'purchase intention. the second experiment used 2×2 mixed experimental design to investigate the influence of money richness and product category on consumers'willingness to buy. In Experiment 3, the 3×2 mixed design was use to explore the effect of money priming method and product category on consumers'purchase intention.The results showed that, all the study conditions in the three experiments, the purchase intention of the material products was significantly higher than that of the experiential products. Experimental results showed that for material products purchase intention, the subjects in money priming group were significantly higher than those in the neutral priming group, while for experiential product purchase intention, the subjects in money priming group were significantly lower than those in the neutral priming group. the results of the second experiment showed that there were no significant difference in the two group for the material products purchase intention, while to experiential product purchase intention, subjects in the affluent money priming group was significantly lower than that of the poor money priming group. The results of Experiment 3 showed that in the money substitutes priming conditions, consumers" purchase intention of experiential products was significantly higher than that of other priming conditions.