Which side is right? Enhancing customer experience through visual price dominance

Rajneesh Suri, Nancy Puccinelli, Dhruv Grewal, Anne Roggeveen, Atahan Agrali, Hasan Ayaz

Research output: Contribution to journalArticle

Abstract

Imagine you want a new T.V. As you point out options that you like to a friend, your friend comments that it's interesting that all the T.V.s you are considering show the price on the right side of the T.V. This research examines how price location impacts price perception and product evaluations, as moderated by engagement. A survey of 727 prices for six diferent retailers show that electronics retailers, which tend to ofer more engaging products, price information was on the right (p <.001). For discount retailers, which tend to ofer less engaging products, the price information was shown more on the left (p <.001).

Original languageEnglish
Pages (from-to)646-647
Number of pages2
JournalAdvances in Consumer Research
Volume44
Publication statusPublished - 1 Jan 2016

ASJC Scopus subject areas

  • Applied Psychology
  • Economics and Econometrics
  • Marketing

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