A Study on Price Presentation Order Effect: the Role of Color

Prior literature on price order effect indicates that the order of price will influence consumers' purchase selection in an offline setting. This study finds a similar effect in the online shopping context where red color would further strengthen the effect compared to the commonly used black font color.



Citation:

Tien Wang, Lucia Rodriguez, and Ralph Yeh (2015) ,"A Study on Price Presentation Order Effect: the Role of Color", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 275-275.

Authors

Tien Wang, National Cheng Kung University, Taiwan
Lucia Rodriguez, National Cheng Kung University, Taiwan
Ralph Yeh, National Chung Cheng University, Taiwan



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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