Presenting comparative price promotions vertically or horizontally: Does it matter?

Shan Feng, Rajneesh Suri, Mike Chen-Ho Chao and Umit Koc

Journal of Business Research, 2017, vol. 76, issue C, 209-218

Abstract: This research examines whether spatial differences in presentation of comparative price promotions (vertical vs. horizontal) affect consumers' assessment of price discounts. Results show that when comparative price promotions are presented horizontally, consumers take longer to compute the monetary discount and are less accurate than when such prices are presented vertically. This suggests that cognitive constraints exhibit a larger detrimental effect on performing computations when prices are presented horizontally than vertically. In addition, a constraint on visual resources impacts vertical presentations more while a constraint on verbal resources influences price computations that are presented horizontally.

Keywords: Comparative price promotions; Working memory; Math anxiety; Spatial price presentation (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:76:y:2017:i:c:p:209-218

DOI: 10.1016/j.jbusres.2017.01.003

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