Abstract
Which Side Is Right? Enhancing Customer Experience Through Visual Price Dominance
Advances in Consumer Research, Vol.44, pp.646-647
2016 Advances in Consumer Research Conference (Berlin, Germany, 2016)
01 Jan 2016
Abstract
This research demonstrates that the location of a price shapes price perception. Study 1 demonstrates in a field setting consumers purchase more of a product when the price is not dominant. Studies 2-3 show mechanism via response latency and neuroimaging. Study 4 shows location impacts value perception.
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Details
- Title
- Which Side Is Right? Enhancing Customer Experience Through Visual Price Dominance
- Creators
- Rajneesh Suri - Drexel UniversityNancy Puccinelli - Harvard UniversityDhruv Grewal - Babson CollegeAnne Roggeveen - Babson CollegeAtahan Agrali - Drexel UniversityHasan Ayaz - Drexel University
- Publication Details
- Advances in Consumer Research, Vol.44, pp.646-647
- Conference
- 2016 Advances in Consumer Research Conference (Berlin, Germany, 2016)
- Publisher
- Association for Consumer Research
- Number of pages
- 2
- Resource Type
- Abstract
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business; School of Biomedical Engineering, Science, and Health Systems
- Identifiers
- 991019173550304721