The Effects of Price Primacy on Decision-Making and Perceptions of Product Value

Price is a key factor in any marketplace decision, but exposure to price information can occur at different stages of a transaction. We use an fMRI shopping task combined with behavioral measures to investigate how early attention to price influences the process of evaluating products as well as purchasing behavior.


Uma Karmarkar, Baba Shiv, and Brian Knutson (2011) ,"The Effects of Price Primacy on Decision-Making and Perceptions of Product Value", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 107-108.


Uma Karmarkar, Stanford University, USA
Baba Shiv, Stanford University, USA
Brian Knutson, Stanford University, USA


NA - Advances in Consumer Research Volume 39 | 2011

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