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.
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.
Tien Wang, National Cheng Kung University, Taiwan
Lucia Rodriguez, National Cheng Kung University, Taiwan
Ralph Yeh, National Chung Cheng University, Taiwan
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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