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



Share Proceeding

Featured papers

See More

Featured

Competition and Trust in Economic Exchange: Biology, the Environment, and Self-Consciousness Matter

Richard P. Bagozzi, University of Michigan, USA
Jason Stornelli, Oregon State University, USA
Willem Verbeke, Erasmus University Rotterdam, The Netherlands
Benjamin E. Bagozzi, University of Delaware, USA
Avik Chakrabarti, University of Wisconsin - Milwaukee, USA
Tiffany Vu, University of Michigan, USA

Read More

Featured

The Trusted Influencer: How They Do It and How Brands Can Benefit

Gillian Brooks, Oxford University, UK
Mikolaj Piskorski, IMD

Read More

Featured

When Does Being Paid an Hourly Wage Make it Difficult to Be a Happy Volunteer?

Sanford E. DeVoe, University of California Los Angeles, USA
Jieun Pai, University of California Los Angeles, USA

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.