Presenting comparative price promotions vertically or horizontally: Does it matter?
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...
Paper Details
Title
Presenting comparative price promotions vertically or horizontally: Does it matter?
Published Date
Jul 1, 2017
Journal
Volume
76
Pages
209 - 218
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Notes
History