The Effects of Price Primacy on Decision-Making and Perceptions of Product Value

Uma Karmarkar, Stanford University, USA
Baba Shiv, Stanford University, USA
Brian Knutson, Stanford University, USA
Price is a key factor in any marketplace decision, but exposure to price information can occur at different stages of a transaction. We use an fMRI shopping task combined with behavioral measures to investigate how early attention to price influences the process of evaluating products as well as purchasing behavior.
[ to cite ]:
Uma Karmarkar, Baba Shiv, and Brian Knutson (2011) ,"The Effects of Price Primacy on Decision-Making and Perceptions of Product Value", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 107-108.