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

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

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.

Suggested Citation

  • Feng, Shan & Suri, Rajneesh & Chao, Mike Chen-Ho & Koc, Umit, 2017. "Presenting comparative price promotions vertically or horizontally: Does it matter?," Journal of Business Research, Elsevier, vol. 76(C), pages 209-218.
    • Handle: RePEc:eee:jbrese:v:76:y:2017:i:c:p:209-218
    DOI: 10.1016/j.jbusres.2017.01.003
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    References listed on IDEAS

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    Cited by:

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