Effects of Sorting Competitive Prices on Product Evaluations

Results from four studies show that sorting products on descending prices can impede assessment of sacrifice as it constrains cognitive resources available to process target information. Such negative impact of descending prices vis-à-vis ascending prices was however apparent only when participants had high motivation to process information.


Rajneesh Suri, Prabakar Kothandaraman, Shan Feng, and Umit Koc (2011) ,"Effects of Sorting Competitive Prices on Product Evaluations", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Rajneesh Suri, Drexel University, USA
Prabakar Kothandaraman, Drexel University, USA
Shan Feng, Drexel University, USA
Umit Koc, Drexel University, USA


NA - Advances in Consumer Research Volume 38 | 2011

Share Proceeding

Featured papers

See More


Just Let the “New Me” Do It: How Anticipated Temporal Landmarks Cause Procrastination

Minjung Koo, Sungkyunkwan University
Ke Michael Mai, National University of Singapore, Singapore
Hengchen Dai, University of California Los Angeles, USA
Eunyoung Camilla Song, University of Florida, USA

Read More


G12. The Effect of (Non-)appetizing Ambient Scents on Consumers’ Affinity Toward Vices and Virtues in the Retail Environment

Corinne M Kelley, Florida State University
Anders Gustafsson, Karlstad University
Poja Shams, Karlstad University
Martin Mende, Florida State University
Maura Scott, Florida State University

Read More


F6. Can CSR Save a Firm From a Crisis? A Role of Gratitude in the Buffering Effect of CSR on Consumer Vindictive Behavior.

Junghyun Kim, NEOMA Business School
Taehoon Park, University of South Carolina, USA
Myungsuh Lim, Sangji University

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.