Consumer Evaluations of Sale Prices: Role of the Subtraction Principle
Abstract
How exactly does the display location of a sale price relative to the original price affect consumers’ evaluations? Across multiple studies, including field studies with actual choices and studies with nonstudent samples, this article shows that consumer evaluations are a function of the display location of the sale price, but such evaluations are moderated by discount depth. First, presenting the smaller number to the right (vs. left) makes it...
Paper Details
Title
Consumer Evaluations of Sale Prices: Role of the Subtraction Principle
Published Date
Jul 1, 2013
Journal
Volume
77
Issue
4
Pages
49 - 66
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