The Impact of Mathematics Anxiety on the Evaluation of Price and Price Presentation Formats

Rajneesh Suri, Drexel University
Kent Monroe, University of Illinois at Urbana-Champaign

The Impact of Mathematics Anxiety on the Evaluation of Price and Price Presentation Formats

 

Rajneesh Suri, Drexel University

Kent B. Monroe, University of Illinois at Urbana-Champaign

 

 

Price, a numeric aspect of product information, requires simple calculations and comparisons with either prices of competing offers or a price in memory to determine the savings or evaluating an offer.  However for some consumers these computations could become a source of anxiety.  This research develops a conceptualization that predicts the effects of mathematics anxiety and motivation to process information on the processing of price information and price presentation formats.  The results from two studies show that mathematics anxiety influences the evaluation of prices and the perception of discounts in dollar off and percentage off price presentation formats.
[ to cite ]:
Rajneesh Suri and Kent Monroe (2006) ,"The Impact of Mathematics Anxiety on the Evaluation of Price and Price Presentation Formats", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 315-315.