Conference proceeding
Presentation of Comparative Prices: Role of Working Memory
Advances in Consumer Research, Vol.40, p1130
01 Jan 2012
Abstract
Comparative price promotions produce favorable consumer value perceptions and stimulate sales. This research suggests that mental effort required when deciding about a price affects perceptions of discounts presented in vertical and horizontal formats. Three studies show that constrain on working memory resources favors computation of vertically versus horizontally presented prices.
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Details
- Title
- Presentation of Comparative Prices: Role of Working Memory
- Creators
- Rajneesh SuriShan FengRajesh Chandrashekran
- Publication Details
- Advances in Consumer Research, Vol.40, p1130
- Publisher
- Association for Consumer Research
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business
- Identifiers
- 991021848514304721