$29 For 70 Or 70 For $29: How Presentation Order Affects Perceptions

Rajesh Bagchi, Virginia Tech, USA
Derick Davis, Virginia Tech, USA
The effect of presentation order of price and quantity information on offering perceptions is examined. When unit price is communicated via multiple item offerings, presentation order, offering numerosity, and unit price calculation difficulty interact and affect evaluations of the offering (e.g., unit price, value). Theoretical and managerial implications are discussed.
[ to cite ]:
Rajesh Bagchi and Derick Davis (2011) ,"$29 For 70 Or 70 For $29: How Presentation Order Affects 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: 538-539.