Which Side Is Right? Visual Price Dominance Under Low and High Engagement

Building on research in visual field effects and brain hemispherics, the authors predict that under low engagement, prices positioned to left will be visually dominant, whereas under high engagement, prices positioned to the right will dominate. Four studies support this assertion. Study 1 demonstrates that in a retail field setting, customers purchase more of a product when the price is not dominant. Study 2 uses a response time study to demonstrate visual dominance, and Study 3 offers evidence of activation associated with visual dominance in a neuroimaging study. Finally, Study 4 examines the impact of visual price dominance on value perceptions.


Rajneesh Suri, Nancy M. Puccinelli, Dhruv Grewal, Anne L. Roggeveen, Atahan Agrali, Hasan Ayaz, Kurtulus Izzetoglu, and Banu Onaral (2018) ,"Which Side Is Right? Visual Price Dominance Under Low and High Engagement", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 1-8.


Rajneesh Suri, Drexel University, USA
Nancy M. Puccinelli, University of Oxford, University of Bath, UK
Dhruv Grewal, Babson College, USA
Anne L. Roggeveen, Babson College, USA
Atahan Agrali, Drexel University, USA
Hasan Ayaz, Drexel University, USA
Kurtulus Izzetoglu, Drexel University, USA
Banu Onaral, Drexel University, USA


E - European Advances in Consumer Research Volume 11 | 2018

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