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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

Collaborative Work as Catalyst for Market Formation: The Case of the Ancestral Health Market

Burcak Ertimur, Fairleigh Dickinson University
Steven Chen, California State University, Fullerton

Read More

Featured

“Eww, It Has a Face!” Anthropomorphizing Food Products Deteriorates Consumption Experience

Roland Schroll, University of Innsbruck, Austria

Read More

Featured

The Effects of Subjective Knowledge and Naïve Theory on Consumers’ Inference of Missing Information

Lien-Ti Bei, National Chengchi Uniersity, Taiwan
Li Keng Cheng, National Chengchi Uniersity, Taiwan

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.