Which Side Is Right? Enhancing Customer Experience Through Visual Price Dominance

Rajneesh Suri, Drexel University, USA
Nancy Puccinelli, Oxford University, UK
Dhruv Grewal, Babson College, USA
Anne Roggeveen, Babson College, USA
Atahan Agrali, Drexel University, School of Biomedical Engineering, Science and Health, USA
Hasan Ayaz, Drexel University, School of Biomedical Engineering, Science and Health, USA
This research demonstrates that the location of a price shapes price perception. Study 1 demonstrates in a field setting consumers purchase more of a product when the price is not dominant. Studies 2-3 show mechanism via response latency and neuroimaging. Study 4 shows location impacts value perception.
[ to cite ]:
Rajneesh Suri, Nancy Puccinelli, Dhruv Grewal, Anne Roggeveen, Atahan Agrali, and Hasan Ayaz (2016) ,"Which Side Is Right? Enhancing Customer Experience Through Visual Price Dominance", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 646-647.