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



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