The Mediating and Moderating Effects of Consumer Characteristics in the Interplay between Advertising Exposure and Price Sensitivity

Abstract

This study examines “the mediating and moderating effects” of consumer characteristics-specifically age, income, cultural orientation, and brand loyalty-on the relationship between advertising exposure and price sensitivity. Drawing on a sample of 150 consumers, the research employs structural equation modeling (PLS-SEM) to test a conceptual framework integrating advertising priming effects with consumer heterogeneity. Results indicate that advertising exposure significantly reduces price sensitivity, with brand loyalty serving as a partial mediator and income level moderating this relationship. Cultural orientation emerged as a significant moderator, with collectivist consumers exhibiting stronger advertising-induced reductions in price sensitivity. Age demonstrated differential effects across product categories. These findings extend the theoretical understanding of advertising's heterogeneous effects on consumer price perceptions and offer actionable insights for segmented marketing strategies.