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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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