Conference proceeding
Effects of Legibility of Text in Product Descriptions on Price Perceptions
Advances in Consumer Research, Vol.39, p784
01 Jan 2011
Abstract
Marketing often needs to engage consumers and hold their attention. However typefaces used to present product information may differentially affect attention to different text elements. In two studies we find that participants committed fewer errors recognizing product attributes when they were presented in the harder to read typeface but also showed a distortion in price recall. This initial evidence supports research that has shown a superior effect of harder-to-read typeface on consumers' recognition of product attributes, but raises a question whether this readeability may lead to weaker recall of accompanying price information.
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Details
- Title
- Effects of Legibility of Text in Product Descriptions on Price Perceptions
- Creators
- Rajneesh SuriChiranjeev KohliDhruv GrewalShan Feng
- Publication Details
- Advances in Consumer Research, Vol.39, p784
- Publisher
- Association for Consumer Research
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business
- Identifiers
- 991021848513604721