Journal article
Presenting comparative price promotions vertically or horizontally: Does it matter?
Journal of business research, v 76, pp 209-218
Jul 2017
Featured in Collection : UN Sustainable Development Goals @ Drexel
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.
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Details
- Title
- Presenting comparative price promotions vertically or horizontally: Does it matter?
- Creators
- Shan Feng - William Paterson UniversityRajneesh Suri - Drexel UniversityMike Chen-Ho Chao - William Paterson UniversityUmit Koc - Drexel University
- Publication Details
- Journal of business research, v 76, pp 209-218
- Publisher
- Elsevier
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business
- Web of Science ID
- WOS:000401882200022
- Scopus ID
- 2-s2.0-85009761270
- Other Identifier
- 991019167718704721
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- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Business