In this section, we apply dual-process models of information
processing to develop hypotheses that address issues related to
our research objective. We conceptualize that the heterogeneity
in the primacy of either of the two price expectations in
118 Cust. Need. and Solut. (2014) 1:117–130purchase decisions and updating processes for the expectations
are driven by the different levels of effort that consumers
invest in processing information. We also examine various
factors that impact consumers’ effort level.