Presentation of Comparative Prices: Role of Working Memory

Rajneesh Suri, Drexel University, USA
Shan Feng, William Patterson University, USA
Rajesh Chandrashekran, Farleigh Dickinson University, USA
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.
[ to cite ]:
Rajneesh Suri, Shan Feng, and Rajesh Chandrashekran (2012) ,"Presentation of Comparative Prices: Role of Working Memory", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1130-1130.