THE IMPACT OF PERSONAL GROWTH AND HOLISTIC THINKING ON PRICE-PERCEIVED QUALITY HEURISTIC

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The price-perceived quality heuristic refers to an individual's predisposition to interpret price as an indicator of product quality and has been shown to be influenced by various personal factors. However, certain variables affecting this tendency has yet to be explored. This study aims to investigate whether two personal factors, namely personal growth and holistic thinking, impact this heuristic. Moreover, the study also examines the mediating roles of prestige sensitivity and risk aversion in these relationships. Data were collected using convenience sampling from 755 participants with diverse occupations across various cities and districts in Türkiye. Using structural equation modelling analyses with SPSS and AMOS software, the analyses revealed that personal growth positively influences the price-perceived quality heuristic, while holistic thinking has a negative effect. Additionally, the results confirmed the significant mediating roles of prestige sensitivity and risk aversion. These findings provide valuable insights for researchers and practitioners seeking to better understand the dynamics that shape the relationship between price and quality perception.