Effects of Legibility of Text in Product Descriptions on Price Perceptions.

Rajneesh Suri, Drexel University, USA
Chiranjeev Kohli, Cal State Fullerton, USA
Dhruv Grewal, Babson College, USA
Shan Feng, Drexel University, USA
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.
[ to cite ]:
Rajneesh Suri, Chiranjeev Kohli, Dhruv Grewal, and Shan Feng (2011) ,"Effects of Legibility of Text in Product Descriptions on Price Perceptions.", 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: 784-785.