Presentation of Comparative Prices: Role of Working Memory

Comparative price promotions produce favorable consumer value perceptions and stimulate sales. This research suggests that mental effort required when deciding about a price affects perceptions of discounts presented in vertical and horizontal formats. Three studies show that constrain on working memory resources favors computation of vertically versus horizontally presented prices.


Rajneesh Suri, Shan Feng, and Rajesh Chandrashekran (2012) ,"Presentation of Comparative Prices: Role of Working Memory", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1130-1130.


Rajneesh Suri, Drexel University, USA
Shan Feng, William Patterson University, USA
Rajesh Chandrashekran, Farleigh Dickinson University, USA


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


Just Let the “New Me” Do It: How Anticipated Temporal Landmarks Cause Procrastination

Minjung Koo, Sungkyunkwan University
Ke Michael Mai, National University of Singapore, Singapore
Hengchen Dai, University of California Los Angeles, USA
Eunyoung Camilla Song, University of Florida, USA

Read More


L11. Consumer Search Mode Produces Unintended Marketing Consequences

Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce

Read More


Guilt Undermines Consumer Willingness to Buy More Meaningful Time

Ashley V. Whillans, Harvard Business School, USA
Elizabeth W. Dunn, University of British Columbia, Canada

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.