Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
5109390 | Journal of Business Research | 2017 | 10 Pages |
Abstract
This research examines whether spatial differences in presentation of comparative price promotions (vertical vs. horizontal) affect consumers' assessment of price discounts. Results show that when comparative price promotions are presented horizontally, consumers take longer to compute the monetary discount and are less accurate than when such prices are presented vertically. This suggests that cognitive constraints exhibit a larger detrimental effect on performing computations when prices are presented horizontally than vertically. In addition, a constraint on visual resources impacts vertical presentations more while a constraint on verbal resources influences price computations that are presented horizontally.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Shan Feng, Rajneesh Suri, Mike Chen-Ho Chao, Umit Koc,