The Impact of Price Display Size on Processing and Evaluation of Comparative Price Advertisements

We examine the effect of changes in the font size of price information in print advertisements where both regular and sale price information is provided. Using a diagnosticity/accessibility framework, we show that such changes affect purchase intentions but through different moderating variables. Increasing the relative font size of regular price information positively affects the normal price estimate of an individual. Similarly, increasing the sale price font size results in increased message processing. However, the two effects cannot be had simultaneously.



Citation:

Rajiv Vaidyanathan and Praveen Aggarwal (2007) ,"The Impact of Price Display Size on Processing and Evaluation of Comparative Price Advertisements", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 397-398.

Authors

Rajiv Vaidyanathan, University of Minnesota Duluth, USA
Praveen Aggarwal, University of Minnesota Duluth, USA



Volume

E - European Advances in Consumer Research Volume 8 | 2007



Share Proceeding

Featured papers

See More

Featured

Divorcing the Market

Deniz Atik, University of Texas Rio Grande Valley, USA
A. Fuat Fırat, University of Texas Rio Grande Valley, USA
Ebru Uzunoğlu, Izmir University of Economics

Read More

Featured

M3. #FOMO: How the Fear of Missing Out Drives Consumer Purchase Decisions

Michelle van Solt, Florida International University
Jessica Rixom, University of Nevada, Reno
Kimberly Taylor, Florida International University

Read More

Featured

E12. Green versus Premium Choice and Feelings of Pride

Cecilia Souto Maior, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Rafael Demczuk, Federal University of Paraná

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.