18L the Influence of Reference-Price Ads’ Formats on Consumers’ Price Perceptions and Buying Intentions

Eye-tracking experiments tested the respective impacts of reference-price ads in horizontal and vertical formats, and why these impacts occurred: e.g., subtraction or anchoring effects. Interestingly, positive effects on buying intention and value perceptions disappeared when buyers were shown a calculation of their savings, rather than the old and new prices.



Citation:

Chao-Feng Lee, Hsiu-Ju Wang, Yin-Hui Cheng, and Shih-Chieh Chuang (2019) ,"18L the Influence of Reference-Price Ads’ Formats on Consumers’ Price Perceptions and Buying Intentions", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 981-981.

Authors

Chao-Feng Lee, National Chung Cheng University, Taiwan
Hsiu-Ju Wang, Chao Yang University of Technology, Taiwan
Yin-Hui Cheng, National Taichung University of Education, Taiwan
Shih-Chieh Chuang, National Chung Cheng University, Taiwan



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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