P7. Consumer Evaluations of Sale Prices: the Role of the Spatial Representation of Time
Based on the ease of the subtraction task, we tested whether value perception is influenced by the interaction between sale price displays and temporal information. The findings revealed that participants perceived the price offer as more valuable with time information. The studies contribute to the pricing and fluency literature streams.
Yaeeun Kim and Joydeep Srivastava (2018) ,"P7. Consumer Evaluations of Sale Prices: the Role of the Spatial Representation of Time", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 913-913.
Yaeeun Kim, Temple University, USA
Joydeep Srivastava, Temple University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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