Conference proceeding
Effects of Sorting Competitive Prices on Product Evaluations
Advances in Consumer Research, Vol.38
01 Jan 2011
Abstract
Results from four studies show that sorting products on descending prices can impede assessment of sacrifice as it constrains cognitive resources available to process target information. Such negative impact of descending prices vis-a-vis ascending prices was however apparent only when participants had high motivation to process information.
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Details
- Title
- Effects of Sorting Competitive Prices on Product Evaluations
- Creators
- Rajneesh SuriPrabakar KothandaramanShan FengUmit Koc
- Publication Details
- Advances in Consumer Research, Vol.38
- Publisher
- Association for Consumer Research
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business
- Identifiers
- 991021848613604721