Effects of Sorting Competitive Prices on Product Evaluations

Rajneesh Suri, Drexel University, USA
Prabakar Kothandaraman, Drexel University, USA
Shan Feng, Drexel University, USA
Umit Koc, Drexel University, USA
Results from four studies show that sorting products on descending prices can impede assessment of sacrifice as it constrains cognitive resources available to process target information. Such negative impact of descending prices vis-à-vis ascending prices was however apparent only when participants had high motivation to process information.
[ to cite ]:
Rajneesh Suri, Prabakar Kothandaraman, Shan Feng, and Umit Koc (2011) ,"Effects of Sorting Competitive Prices on Product Evaluations", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.