Effects of Spatial Location of Price Information on Consumers’ Perception of Prices and Products

Rajneesh Suri, Drexel University
Rajesh Chandrashekaran, Fairleigh Dickinson University
Dhruv Grewal, Babson College
There are numerous ways in which price information can influence consumer perceptions of value. This research investigates how the location of price information relative to the product and consumers’ motivation to process information influence consumers’ evaluations of products and prices. A content analysis of newspaper advertisements and three empirical investigations show that the spatial location of price information in reference to the information about the product influences the evaluation of prices and products.
[ to cite ]:
Rajneesh Suri, Rajesh Chandrashekaran, and Dhruv Grewal (2008) ,"Effects of Spatial Location of Price Information on Consumers’ Perception of Prices and Products", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 929-929.